#1 digital cross-media company in Finland

We have succeeded in digital transformation with progress on all key fronts. From 2015 to 2025 we have gone from 70% to 89 % digital weekly reach in 15–74 year olds and from 8% to 50% in digital-only subscriptions of total subscriptions. 75% of news subscriptions are also digitally active.

Our aim is growing digital news media subscription sales and optimising hybrid. Our digital revenue growth is offsetting print decline in news media B2B sales.

We drive digital subscription and advertising growth while optimising print and linear. We also embrace AI as a driver for customer value and productivity​. We also look to capture advertising growth responsibly when the gambling market opens in 2027.

The Finnish gambling market will open up to a license model in 2027, bringing a significant uplift to the advertising market. According to the current plan, advertising will be permitted in the majority of the categories where we are present. We assume the first years to be peak years as advertisers will invest to build their brands and positions before stabilisation towards 2030, similar to other markets. We are well-positioned to capture the growth opportunity in a responsible way.

Media Finland advertising sales to grow approximately by 20+m€ from the market opening

Media spend opportunity from gambling advertising

• Estimated total incremental marketing spend from gambling companies 200m€ p.a., of which ~150m€ to be spent in advertising
  • Normalising towards 80–100m€ p.a. in a steady state
• 50% of the advertising media spend expected to be invested in the domestic market and 50% in global platforms
• Domestic market growth estimates assume increasing price level in key advertising categories with the increased demand
• Margin contribution expected to be high