Most popular media pages on Facebook in Sweden 2021, by number of fans

Newsner.com was the media company whose Facebook page had most fans as of March 2021. The news resource Facebook page was liked by over 4.4 million people in Sweden. Next in the ranking was AIKompis, which is the biggest media house in Arabian language for the Nordic countries. The page had over 2.2 million fans that year. SVT and TV4 came third and fourth, respectively, with roughly 578 and 529 thousand fans on Facebook. However, news pages were not the main reason for using Facebook. The activity which most Swedes reported to be using Facebook for, was Messenger, according to over 80 percent of people. 58 percent used the platform to participate in groups and 31 percent- to upload pictures. Online news in Sweden A survey, conducted in 2020, ranked the leading online news brands in Sweden that year. Aftonbladet online had the highest weekly reach percentage of 42 percent. It was followed by Expressen and SVT News Online, which had 32 percent and 31 percent, respectively.  Who uses Facebook?  The ‘90s generation was the generations with highest share of Facebook users in Sweden. 94 percent of people born in the 90s used the platform in 2018. Second most active Facebook users were Swedes born in the 80’s, 90 percent of whom used the platform. In contrast, only 65 percent of the ‘00s generations used it.

Newsner.com乃截至2021年3月拥趸数量最多的社交媒体媒体公司，其Facebook页面粉丝量高达440万之众。紧随其后的是AIKompis，该机构系服务于北欧国家阿拉伯语媒体领域的巨头，当年其粉丝量亦超过220万。位居榜单第三、第四位的分别是SVT与TV4，Facebook页面粉丝量分别约为57.8万及52.9万。然而，新闻页面并非瑞典用户使用Facebook的主要原因。根据超过80%的受访者反馈，使用Facebook的主要活动为使用Messenger。其中，58%的用户利用该平台参与群组活动，31%的用户用于上传图片。在线新闻方面，瑞典地区在2020年进行的一项调查对当年的领先在线新闻品牌进行了排名。Aftonbladet在线版以42%的周覆盖率位居首位，紧随其后的是Expressen与SVT News Online，分别以32%及31%的覆盖率排名第二、第三。关于Facebook的用户群体，90后成为在瑞典使用Facebook比例最高的世代，2018年，94%的90后使用该平台。紧随其后的是80后，其中90%的用户活跃于该平台。相较之下，仅有65%的00后使用Facebook。