Amedia, Norway’s largest local media publisher, reported a 52% surge in EBITDA to NOK 593 million (€54 million) in 2025, underscoring how a 14-year-old crisis-driven strategy has transformed the company from near-bankruptcy to a digital subscription leader in Scandinavia.
At the heart of the turnaround is a deliberate rejection of short-term trends in favor of long-term investments in technology and data, according to Anders Opdahl, Amedia’s CEO. Speaking at the World News Media Congress in Marseille, Opdahl attributed the company’s resilience to three core decisions made during its 2013–2014 financial crisis: a consolidated technical backend, heavy investment in first-party data, and a willingness to take risks while competitors moved more cautiously.
“We were basically about to go bankrupt,” Opdahl said. “The decisions we made then—saying no to hype, focusing on long-term challenges—still define our strategy today.”
Why Amedia’s Crisis Decisions Still Drive Its Success
Unlike many competitors that prioritized cost-cutting or incremental digital upgrades, Amedia bet on building a scalable infrastructure. By 2015, the company had consolidated its technical systems, enabling seamless integration across its growing portfolio. Today, 87% of its pageviews come from logged-in users, with first-party data covering 2.8 million of Norway’s 5.4 million residents—a critical advantage for personalized advertising and content recommendations.
Opdahl emphasized that the data strategy wasn’t just about monetization but about creating a “key differentiator” for editorial products. “We know what users are doing,” he said. “That’s essential for building commercial products, but first and foremost, it helps us deliver the right content.”
This foundation laid the groundwork for Amedia’s most ambitious project: +Alt, a bundled subscription service launched in 2020 that now includes over 100 newspapers, live sports streaming (6,000 events annually), and a podcast platform. The basic subscription costs NOK 299 (€27) per month, while the Premium tier adds sports and podcasts for NOK 349 (€32).
How +Alt Became a Digital Subscription Model for Scandinavia
+Alt’s pricing reflects Amedia’s pragmatic approach to survival during its crisis years. In 2013–2014, the company set digital subscription rates at €20–25 per month—a figure Opdahl described as “the only viable option to survive.” The challenge then was justifying that cost to readers. By the time +Alt launched, Amedia had already established itself as a leader in Norway’s digital news market, with 80% of its subscription revenue now coming from digital products.
The bundle’s success hinges on two innovations: cross-title content integration and revenue-sharing incentives. Unlike competitors that limit bundling to technical backends, Amedia extends its platform to the frontend, allowing users to access related content from other titles seamlessly. For example, a reader of a local newspaper can see national headlines or sports updates from Amedia’s broader portfolio without leaving the app.
Revenue from +Alt is distributed back to the individual newspapers, ensuring editorial and commercial teams remain aligned. “All earnings from the bundle go back to the selling newspaper,” Opdahl said. “This keeps everyone incentivized to support the collective.” The same principle applies to cost-sharing, with transparency built into the distribution model.
What the Numbers Show: Amedia’s Cross-Border Expansion
+Alt’s impact is evident in Amedia’s subscriber base: 60% of its 850,000 Norwegian subscribers now use the bundle. The model has also proven exportable. After launching in Sweden in 2022 with co-owner Bonnier News Local, Amedia plans to introduce it in Denmark in 2026 following its 2024 acquisition of Berlingske Media. While Opdahl didn’t disclose specific figures, he called the early results in Sweden “really, really impressive,” suggesting the bundling strategy transcends national borders.
Comparatively, Amedia’s growth stands out against peers like Schibsted, which has also expanded its digital portfolio but focuses more on individual title monetization. Amedia’s approach—bundling content, data, and revenue—has allowed it to scale rapidly while maintaining editorial autonomy. In 2019, the company managed 70 newspapers; today, it holds stakes in nearly 260 titles across Norway, Sweden, and Denmark.
Why the Model Matters Beyond Norway
Amedia’s story offers a case study in how legacy media can thrive in the digital age by leveraging data, technology, and bundled offerings. Unlike paywall-heavy competitors or those reliant on ad revenue, Amedia’s strategy prioritizes user engagement through personalized content and cross-title accessibility.
Opdahl’s emphasis on AI readiness further highlights the company’s forward-thinking approach. “Strong backends and infrastructures let us negotiate with global AI providers on equal footing,” he said. This positions Amedia to adapt to emerging technologies without compromising its core editorial mission.
The company’s trajectory suggests that the “long game” can outperform short-term fixes. While many media organizations struggle with declining print revenues and fragmented digital strategies, Amedia’s crisis-driven discipline has paid off—proving that loyalty to a well-executed plan can be more valuable than chasing trends.
