Sweden

We collected data from 10 news outlets on TikTok, Instagram and YouTube Shorts:
6 Print , 2 Public broadcaster , 1 Digital , 1 Private broadcaster .

Overall, these outlets published 1554 posts.

The median outlet published 2 TikToks, 1.7 Instagram reels, and 0.9 YouTube shorts per day.

Basics

Platforms shares

Platform	Active brands	Posts	% of brands	% of posts
TikTok	9	651	64	42
Instagram	10	608	71	39
YouTube Shorts	7	295	50	19

Published posts

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
Aftonbladet	214	62	49	103	20
Dagens Industri	61	31	30	-	35
Dagens Nyheter	183	75	81	27	26
Expressen	257	89	86	82	44
Göteborgs-Posten	286	131	155	-	25
Nyheter 24	86	32	16	38	25
Svenska Dagbladet	74	32	37	5	9
Sveriges Radio (SR) News	5	-	5	-	-
Sveriges Television (SVT) News	250	141	95	14	15
TV4 News	138	58	54	26	33
Sweden	1554	651	608	295	28

Outlet analyses

Topics

Hard news

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
Aftonbladet	6	37	16	7	19
Dagens Industri	19	15	8	50	10
Dagens Nyheter	35	15	24	15	18
Expressen	9	42	15	16	27
Göteborgs-Posten	17	27	14	22	20
Nyheter 24	7	10	8	8	9
Svenska Dagbladet	22	31	17	24	13
Sveriges Television (SVT) News	15	25	16	13	29
TV4 News	13	22	24	11	22
Sweden	14	28	16	17	22
Overall	30	24	19	15	16

General/hybrid news

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
Aftonbladet	2	6	4	12	3	4
Dagens Industri	3	5	5	6	5	13
Dagens Nyheter	15	5	5	14	10	3
Expressen	2	5	4	12	4	4
Göteborgs-Posten	3	8	6	12	3	13
Nyheter 24	3	5	5	5	5	6
Svenska Dagbladet	5	5	9	14	5	4
Sveriges Television (SVT) News	3	5	8	23	9	7
TV4 News	8	5	6	12	5	4
Sweden	5	5	5	15	5	7
Overall	5	7	7	8	7	6

Soft news and promotion

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
Aftonbladet	15	19	13	2	4	5	4	5
Dagens Industri	8	4	5	1	3	2	1	2
Dagens Nyheter	3	3	4	2	5	3	6	2
Expressen	18	15	10	2	4	4	2	3
Göteborgs-Posten	10	2	15	1	8	3	2	3
Nyheter 24	35	52	24	2	4	2	9	2
Svenska Dagbladet	4	5	7	1	3	4	2	10
Sveriges Television (SVT) News	19	10	9	9	6	2	4	5
TV4 News	4	4	7	2	3	7	1	2
Sweden	14	12	12	3	6	4	4	3
Overall	12	10	8	1	4	3	5	5

Platformization

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
Aftonbladet	40	92	4	37
Dagens Industri	38	93	7	11
Dagens Nyheter	140	92	4	37
Expressen	31	96	3	15
Göteborgs-Posten	46	95	4	9
Nyheter 24	31	90	9	32
Svenska Dagbladet	57	87	4	40
Sveriges Television (SVT) News	59	92	4	52
TV4 News	45	80	4	32
Sweden	53	95	4	25
Overall	80	76	5	24

Diversity

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
Aftonbladet	51	28	11	8
Dagens Industri	38	32	14	5
Dagens Nyheter	38	35	14	8
Expressen	44	26	10	8
Göteborgs-Posten	26	29	11	9
Nyheter 24	40	30	11	5
Svenska Dagbladet	29	36	15	7
Sveriges Television (SVT) News	47	32	13	9
TV4 News	40	32	13	6
Sweden	42	30	12	7
Overall	34	34	14	7

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