VG is losing readers – Dagbladet and TV 2 are catching up

VG is losing readers – Dagbladet and TV 2 are catching up

After a historically high level in the first quarter, readership numbers decline in the second quarter. VG falls below two million.

On Thursday, the latest readership figures from the second quarter were presented by the Media Companies’ National Association (MBL). They show that 81 per cent read at least one newspaper digitally or on paper daily.

VG is still the largest with a daily coverage of 1.9 million, but has a decline of around five per cent from the same period last year. In second place is NRK with 1.4 million, which is a slight increase of 0.32 per cent. Dagbladet and TV 2 both increase by 4.5 per cent and 5.1 per cent respectively.

See the full list below.

– That 8 out of 10 use content from Norwegian editorial media every day shows that the media is an important part of people’s everyday lives and that Norwegians are still active news users, says Randi S. Øgrey, CEO of MBL.

At the same time, Kantar reports that more newspaper titles have never been measured, which shows the need for documentation in the industry. The vast majority today use online newspapers to keep up to date and 73 per cent of the population reads daily content from Norwegian online newspapers.

Readers take digital usage with them wherever they go, and close to 70 per cent of consumption now takes place via the mobile phone.

Use of media content on mobile has grown by two per cent in the past year, while reading via PC and tablet is declining. Total digital coverage thus advances cautiously by 0.5 per cent from the second quarter of 2021 to the second quarter of this year, and we are therefore experiencing a flattening in digital growth for Norwegian news media.

– Digital usage seems to stabilize more at the level of what we saw before the pandemic. The pandemic is over, people are back in the office and do not follow the news as closely from hour to hour, as has been the case for large periods in recent years, says Øgrey.


Is it just to start hoarding paper newspapers for upcoming painting projects, kindling in the fireplace and fly swatting right away?

The decline in paper newspapers continues and overall, paper newspapers decline by 8.6 per cent in the period. Nevertheless, 31 percent of the population still reads at least one paper newspaper on an average day.

There are still three newspapers that are making progress on paper. Budstikka increases by 10.6 per cent, while Finanasavisen and Klassekampen increase by 4.2 per cent and 2.5 per cent respectively.

The decline is even across different newspaper categories, but we see an exception for the niche newspapers, which, with a decline of 5.4 per cent, go back somewhat less during the period.

Overall, several of the media houses are now experiencing a decline, and the editor-managed media face competition from, among other things, the streaming services in the battle for people’s time.

Digital newspaper reading is currently on a par with the use of streaming services in the population, where approx. 7 out of 10 use the metered streaming services on a daily basis. In comparison, 63 per cent watch Norwegian TV channels daily, 58 per cent listen to the radio, and 18 per cent listen to podcasts.

-Although some titles can show strong digital growth in the past year, the majority are now experiencing a decline. Whether this is a sign of natural fluctuations in the market after years of pandemic, or the start of a more comprehensive trend is still too early to say, says Øgrey.

In the statistics from MBL, VG is listed with a decrease of eight per cent from the same period last year.

MBL states that for a period in Q2/Q3 in 2021, a small proportion of tablet traffic on VG Mobil was counted twice (both as tablet and mobile traffic). This means that the real figure for VG is a decrease of around 4-5 per cent.

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