Global megatrends impacting our business

Accelerating digitalisation and responsible use of AI continue to transform learning and media ecosystems

  • Trusted brands and digital destinations becoming increasingly valuable
  • Sufficient investments and sustainable financial performance during digital era require scale and integrity in the use of data and AI 

Rising inequalities call for a focus on enhancing equality

  • Learning and media content are key in enhancing diversity and inclusion in society
  • Diverse employees, who feel included and engaged in their workplace, deliver better results 

Challenging economic and geopolitical environment with increasing importance of both global and local

  • Continuing challenges in economic growth, development and geopolitical tensions
  • Digital content increasingly crosses national borders enhancing globalisation
  • At the same time, continued meaning of local aspects and impact both in learning and media
  • Developing demography and migration transform the consumption of learning and media content in the long run

Climate crisis requires more urgent action

  • Learning and media content play a key role in increasing fact-based public knowledge
  • Ambitious corporate climate action and responsible business practices lead the way to a low-carbon economy, boost innovation and drive sustainable growth 

Our operating environment is in constant change

Market trends impacting our Learning business

  • Funding for K12 education is growing and resilient to crises
  • Growing teacher shortages is driving increased funding, more flexible teaching formats and use of AI
  • Fundamentals of demand for professionally curated printed and digital learning materials remain valid
  • Schools continue to teach in classrooms but are trying out new, more flexible teaching and learning ideas
  • AI tools are being used to a varying degree in schools and for home learning, increasing personalisation

How are we responding?

  •  We develop inclusive printed and digital learning solutions that help all students to achieve their potential, supporting the increasingly varying needs of educational systems
  • We are embedding AI into educational products to drive personalised and adaptive learning further
  • We continuously develop accessibility of our content and digital solutions
  • We address the UN Sustainable Development Goals in our learning materials

Market trends impacting our Media business

  •  Transformation from printed to digital news media, new habits 
    and formats for consuming media
  • Growing demand for quality local entertainment and sports
  • Continued growth in demand for digital advertising offsetting the 
    decline in print and FTA TV
  • Opening of the gambling market in Finland in July 2027 creates demand and new advertising opportunities

How are we responding?

  •  We have a unique independent cross-media offering reaching 96% of all Finns every week with 80% through direct traffic
  • We are accelerating our successful digital transformation and have introduced new subscription products, e.g. IS Extra, a subscription-based digital tabloid, and +Kaikki, a combined subscription including all Media Finland’s digital consumer products
  • We continue to increase our share in digital advertising by providing a trusted marketing environment and by improving our capacity in marketing automation services
  • In streaming, we continue to focus on local entertainment and sports, supported by selected cooperations
  • Adoption of AI in newsrooms, video and audio allows us to improve customer experience and increase productivity across the business

Our balanced business portfolio helps to mitigate changes in the operating environment

Sales of learning services as well as B2C subscriptions and single copies together contribute to over 75% of the Group's net sales. Share of advertising has declined: digital advertising corresponds to approx. 12% and print advertising to approx. 3% of total net sales.

Group net sales by category, % (2025)