In a move described by its leadership as a “historic leap,” the Swedish newspaper Aftonbladet has secured a license to broadcast on the national FM network, marking a significant transformation in the country’s commercial radio landscape. The decision comes from the Swedish Post and Telecom Authority (Post- och telestyrelsen, PTS), which recently concluded its auction for commercial radio licenses valid from August 2026. While the Schibsted-owned media house celebrates its expansion, the results delivered a severe blow to NRJ, which lost its national broadcasting permit.
The auction generated a total of 1.36 billion SEK (approximately 118 million EUR) for the Swedish state, underlining the continued high value of analog FM frequencies despite the digital transition in other parts of Europe.
A strategic expansion for Schibsted
For Aftonbladet, securing a national radio license represents a strategic pivot from being primarily a text and video news provider to becoming a comprehensive audio broadcaster. The newspaper has experimented with audio formats and podcasts previously, but holding a national FM license elevates its reach significantly.
Lotts Bré, the newly appointed publisher and CEO of Aftonbladet, termed the acquisition a milestone in the newspaper’s history. By entering the linear radio market, the media house aims to compete directly with established audio giants, leveraging its massive existing newsroom and digital traffic to drive listeners to the new frequency. The move aligns with a broader trend among Nordic media groups, such as Schibsted, to consolidate their presence across all media formats—text, video, and audio—to retain subscribers and advertising revenue.
NRJ loses ground
Conversely, the auction results came as a shock to NRJ, a prominent player in the European commercial radio market. The station, which targets a younger demographic with hit music, failed to retain its national license.
Richard Berglund, CEO of NRJ Sweden, expressed surprise and disappointment regarding the outcome. While the loss of the national license does not necessarily mean the complete disappearance of the brand from Sweden—local licenses or digital distribution remain options—it severely curtails its reach and commercial viability compared to competitors with nationwide coverage. This development disrupts the stability of the commercial radio sector, which has largely been dominated by international media conglomerates.
Understanding the Swedish radio market
To understand the impact of this shift, it is necessary to look at the unique structure of the Swedish radio market. The landscape is characterized by a strong duality between public service and commercial interests.
On one side stands Sveriges Radio (SR), the public broadcaster funded by taxes, which commands a dominant share of listening time through channels like P1 (talk/news), P3 (youth/music), and P4 (local). Because SR is non-commercial, private radio stations compete fiercely for the remaining audience share and advertising Kronor.
Until now, the commercial sector has effectively been a duopoly controlled by Viaplay Group (operating stations like Rix FM and Star FM) and Bauer Media (operating Mix Megapol and, until recently, partnering with NRJ). These groups have historically purchased the majority of available licenses to consolidate their market position. The entry of Aftonbladet introduces a third major player with a different background—news media rather than pure entertainment—potentially altering the content balance on the FM dial.
The new licenses will come into effect on August 1, 2026, giving the involved parties nearly a year to prepare for this restructuring of the Swedish airwaves.
