Norwegian media digital consumption trends

In Norway, data from Mediebedriftenes Landsforening (MBL) for the second quarter indicates that while overall newspaper readership has decreased by 2.7 percentage points compared to the previous year, local newspapers are seeing growth, specifically a 9.9 percent increase in digital coverage. Digital platforms remain the primary news consumption method, with approximately 69 percent of the population visiting a news website daily and 77 percent accessing news via mobile devices. VG is the most popular website, followed by NRK and TV 2. Among media groups, Schibsted leads with 2.8 million daily readers. New circulation data for the first half of 2026 from the Landslaget for lokalaviser (LLA) and MBL shows growth across most Norwegian newspaper categories. Total circulation for 259 comparable titles increased by 2.9 percent compared to the same period in 2025. National newspapers saw the strongest growth at 3.9 percent, while local newspapers with circulations under 35,000 grew by 2.7 percent. Approximately 70 percent of the 259 reported titles saw an increase in circulation. The industry continues to see a significant shift toward digital consumption. Fully digital subscriptions grew by 8.7 percent, now accounting for 75.4 percent of total circulation, totaling 1.98 million subscribers. While 97.2 percent of all subscribers have digital access, pure print circulation fell by 7.1 percent. In the Innlandet region, iSolør.no reported the highest growth among local papers, increasing its circulation by 411 to reach 2,670. Other regional successes include Kyst og Fjord, which reported a 12.7 percent increase in total circulation driven by a 20.7 percent rise in digital subscribers, and Møre-Nytt, which reached a circulation of 5,233 through digital gains. Recent data from the first eight months of 2026 shows that the advertising market is also expanding, with media investments through agencies rising by 7.0 percent to nearly 6.9 billion NOK.