TT Tops the Trust Index Among Swedish News Outlets
The "News Media Reputation & Trust 2026" study shows that trust in news agencies is strong in both Sweden and Finland. TT Nyhetsbyrån is Sweden's most trusted news outlet, while STT tops the corresponding ranking in Finland.
Reputation and Trust Analytics surveyed public trust in news media in early summer 2026. The study covered the largest Swedish and Finnish media outlets as well as the BBC. In Sweden, TT Nyhetsbyrån was ranked as the most trusted news outlet.
“The results in Finland and Sweden are very similar. In both countries, a traditional news agency tops the trust rankings. Both TT and STT have more than a century of history and a strong reputation for quality that holds up even in times of crisis. They also operate under different conditions than commercial media and are not subject to the same politicized debate as public service broadcasters,” says Harri Leinikka, CEO of Reputation and Trust Analytics.
This is how much trust Swedes have in the news media
TT received a trust rating of 3.60, making it the only Swedish news outlet to achieve a good level of trust.
In the Reputation & Trust model, a score of at least 3.50 corresponds to a high level of trust. Scores between 3.00 and 3.49 correspond to a moderate level, while lower scores indicate low trust.
SVT, Dagens Nyheter, Svenska Dagbladet, and Kvartal achieved a moderate level of trust. TV4, Expressen, and Aftonbladet, on the other hand, received ratings indicating a low level of trust.
“Kvartal’s ranking just behind the established news media is an interesting result. It suggests that the public is willing to place its trust even in new, subscription-based, and ad-free media outlets that focus on in-depth journalism, even though awareness of them is still lower than that of the established players. A similar trend can be seen in Finland, where the newcomer Uusi Juttu achieved strong results in its very first Reputation&Trust survey,” says Leinikka.
Studies also show that public trust in and support for the media are greatly influenced by how open, transparent, and accountable their operations and journalistic processes are perceived to be.
Yle enjoys higher trust than SVT—and significantly higher than the BBC
In a comparison of national public service broadcasters, Yle received the highest trust rating at 3.47. SVT received a rating of 3.43, while the BBC scored 3.00.
“The difference between the BBC and the Nordic public service broadcasters is significant. In Sweden and Finland, the public still views public service broadcasting as an institution that stands on the side of its citizens. In the United Kingdom, the BBC has long been the subject of extensive political and societal criticism, and recurring scandals have negatively impacted public trust. Trust is not rebuilt through campaigns, but through action and over time,” says Stefan Wallin, Senior Advisor at Reputation and Trust Analytics.
“Even though the Nordic public service broadcasters still enjoy a relatively high level of trust, they face significant challenges in maintaining the trust of future generations,” adds Leinikka.
Here's how the study was conducted
The “News Media Reputation & Trust 2026” study aimed to assess public trust in selected media organizations. Data collection was conducted via an online survey in Finland and Sweden between May 19 and June 5, 2026. In the United Kingdom, data was collected as part of the national Reputation & Trust study between May 13 and June 10, 2026.
The organizations were evaluated using the Reputation and Trust Analytics research model, Reputation&Trust, in which trust in an organization is measured on a five-point scale (1–5).
The study included 1,885 respondents in Finland, 1,448 in Sweden, and 2,074 in the United Kingdom. The target group consisted of people aged 18–74 in Finland and Sweden, and 15–65 in the United Kingdom. The sample is nationally representative and weighted by gender, age, and place of residence. In Finland, the study does not include Åland.
The margin of error for the national sample is at most ±2.26 percentage points in Finland, ±2.58 in Sweden, and ±2.15 in the United Kingdom.
For more information
Harri Leinikka, Reputation and Trust Analytics, CEO, +358 40 505 5001, harri.leinikka@reptrust.com
