Ilta-Sanomat
Finland's highest-traffic tabloid news site.
Ilta-Sanomat at a glance
Ilta-Sanomat is a news & media website and one of the most visited sites in Finland, currently ranked #2 in the country. It was founded in 1932 and is headquartered in Helsinki, Finland. Today Ilta-Sanomat is owned by Sanoma Oyj. Our estimates put its audience at ≈ 28 million visits per month. The business earns money mainly through advertising, is plus subscriptions. Its closest rivals include iltalehti.fi, yle.fi, hs.fi.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 26.3 million / month | +2% |
| Q2 | ≈ 27.2 million / month | +3% |
| Q3 | ≈ 28 million / month | +3% |
| Q4 | ≈ 29.7 million / month | +6% |
Traffic sources
- Direct37%
- Organic search34%
- Social18%
- News aggregators8%
- Email3%
Audience & demographics
- Men55%
- Women45%
- Age 35-4426%
- Age 45-5423%
- Age 25-3422%
The audience is concentrated in Finland, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Finland86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 8.4 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Finland
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| ilta-sanomat | 1 | Very high | Dominant |
| breaking news | Top 10 | High | — |
| today's headlines | Top 10 | High | — |
| live coverage | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Finland web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 79% mobile
- Position in country
- Among the leading news & media apps in Finland
Company information
- Website
- is.fi
- Sector
- News & Media
- Owner
- Sanoma Oyj
- Owner type
- Public company
- Founded
- 1932
- Headquarters
- Helsinki, Finland
- Ownership
- Sanoma Oyj controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- Finnish
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Ilta-Sanomat operates a news and media publisher focused on Finland. Finland's highest-traffic tabloid news site. Revenue comes mainly from advertising, supported by the other lines listed below.
- Advertising
- IS Plus subscriptions
International presence
- Primary market
- Finland
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Finland)
- #2 in this index
- Sector rank
- Leading news & media site in Finland
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| iltalehti.fi | ≈ 16.8 million / month | #3 class competitor | — |
| yle.fi | ≈ 12.6 million / month | #4 class competitor | — |
| hs.fi | ≈ 8.4 million / month | #5 class competitor | — |
What is Ilta-Sanomat?
Ilta-Sanomat (is.fi) is a news and media publisher serving users in Finland. Finland's highest-traffic tabloid news site. It ranks #2 among the most visited websites in the country in this index, within the news & media category.
Who owns Ilta-Sanomat?
The site is operated by Sanoma Oyj. The company was established in 1932 and is headquartered in Helsinki, Finland.
Traffic and audience
Traffic estimates place Ilta-Sanomat at roughly 28 million visits per month, about 0.9 million per day. Around 79% mobile of sessions come from mobile devices, and visitors view about 3.1 pages per visit with an average session of 3 min.
How Ilta-Sanomat makes money
Revenue comes primarily from advertising, alongside is plus subscriptions.
Competitors in Finland
Its closest rivals include iltalehti.fi, yle.fi, hs.fi.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1932
Ilta-Sanomat is founded in Helsinki, Finland.
- Growth phase
Expands its news & media offering and moves to a mobile-first product.
- Today
Ranks #2 among the most visited websites in Finland.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad daily news coverage with national reach
- Fast breaking-news publishing
- Free access to most articles
- Strong presence in search and social
Cons
- Heavy advertising load on article pages
- Editorial line criticised by parts of the audience
- Clickbait headlines on high-traffic sections
- Paywall limits on premium content
Key statistics
Frequently asked questions
Who owns Ilta-Sanomat?
Ilta-Sanomat is operated by Sanoma Oyj. Public company structure, based on public filings and press reporting.
Where is Ilta-Sanomat headquartered?
Ilta-Sanomat is headquartered in Helsinki, Finland.
When was Ilta-Sanomat founded?
Ilta-Sanomat was founded in 1932.
What is Ilta-Sanomat's revenue?
Ilta-Sanomat does not publish standalone revenue; income comes from advertising, is plus subscriptions.
Who are Ilta-Sanomat's competitors?
Main competitors in Finland include iltalehti.fi, yle.fi, hs.fi.
How does Ilta-Sanomat make money?
Mainly advertising, is plus subscriptions.
Is Ilta-Sanomat publicly traded?
Ilta-Sanomat's ownership: Public company.
How many visitors does Ilta-Sanomat get?
Third-party estimates place Ilta-Sanomat at roughly 28 million visits per month, mostly from Finland, with 79% mobile traffic.
Is Ilta-Sanomat safe?
Ilta-Sanomat is an established news & media site founded in 1932 and ranked #2 in Finland; use the official domain is.fi and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsis.fi
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageFinland and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos