Denmark

Published

June 12, 2025

We collected data from 11 news outlets on TikTok, Instagram and YouTube Shorts:
8 Print , 3 Digital .

Overall, these outlets published 451 posts.

The median outlet published 1.5 TikToks, 0.4 Instagram reels, and 0.2 YouTube shorts per day.

Basics

Platform	Active brands	Posts	% of brands	% of posts
TikTok	3	169	23	37
Instagram	11	266	85	59
YouTube Shorts	3	16	23	4

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
Altinget.dk	3	-	3	-	-
Berlingske	30	-	30	-	-
Børsen	1	-	1	-	-
BT	212	108	104	-	37
Dagens.dk	1	-	1	-	-
Ekstra Bladet	108	47	60	1	8
Information	15	-	10	5	22
Jyllands Posten	20	-	20	-	-
Kristeligt Dagblad	11	-	11	-	-
Politiken	12	-	12	-	-
Zetland	38	14	14	10	9
Denmark	451	169	266	16	25

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
Altinget.dk	44	19	14	13	14
Berlingske	30	22	15	21	22
Børsen	21	19	14	18	14
BT	46	12	27	16	7
Ekstra Bladet	11	25	7	12	17
Information	58	14	20	13	15
Jyllands Posten	31	17	13	16	17
Kristeligt Dagblad	16	17	9	9	14
Politiken	30	17	12	11	13
Zetland	23	13	7	19	17
Denmark	33	16	17	16	12
Overall	30	24	19	15	16

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
Altinget.dk	4	6	6	7	6	5
Berlingske	3	5	6	12	5	6
Børsen	4	6	6	7	6	5
BT	4	6	3	3	3	3
Ekstra Bladet	4	4	5	9	9	4
Information	4	5	5	6	9	4
Jyllands Posten	3	5	5	6	5	4
Kristeligt Dagblad	3	5	5	6	8	7
Politiken	4	6	5	7	10	5
Zetland	6	7	9	17	6	5
Denmark	4	5	4	7	5	3
Overall	5	7	7	8	7	6

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
Altinget.dk	7	7	6	1	3	3	2	10
Berlingske	8	11	17	1	5	2	1	5
Børsen	7	7	6	1	3	3	2	3
BT	1	5	3	-	2	2	9	2
Ekstra Bladet	29	35	22	2	7	4	9	2
Information	11	10	5	1	3	3	2	3
Jyllands Posten	4	5	15	1	5	3	2	6
Kristeligt Dagblad	4	14	11	1	3	4	2	6
Politiken	6	6	6	3	3	3	2	3
Zetland	6	3	24	2	2	6	7	2
Denmark	10	14	13	1	4	3	7	2
Overall	12	10	8	1	4	3	5	5

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
Altinget.dk	50	-	-	-
Berlingske	94	91	4	27
Børsen	34	-	-	-
BT	60	77	5	6
Ekstra Bladet	70	96	12	33
Information	57	30	4	52
Jyllands Posten	30	-	-	-
Kristeligt Dagblad	49	90	4	52
Politiken	63	87	9	40
Zetland	101	71	8	27
Denmark	66	83	8	23
Overall	80	76	5	24

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
Altinget.dk	29	38	11	5
Berlingske	36	37	15	8
BT	26	41	16	7
Ekstra Bladet	36	31	13	8
Information	32	38	19	5
Jyllands Posten	35	37	15	7
Kristeligt Dagblad	30	44	13	7
Politiken	30	35	13	5
Zetland	51	28	10	8
Denmark	37	35	14	7
Overall	34	34	14	7

Note: Outlet-level results are empirical Bayes estimates from the respective analyses.