The fact that this is an election year has made a clear impression on this year’s survey, according to the Media Academy, which publishes the barometer.
The association has mapped out who reaches the most Swedes on Facebook, Instagram, YouTube, TikTok and X.
Overall, the Sweden Democrats have been the most influential on social media for the third year in a row. Right-wing politics dominates, although some left-wing commentators, such as the Katalys think tank, have also risen sharply.
At the same time, the major media groups have strengthened their positions.
“When we started publishing the Power Barometer, it was to show a gap between old and new media power. Nine reports later, the gap is almost gone, and the fight for attention and influence is all the more even,” says Emanuel Karlsten, chairman of the Swedish Media Academy, in a press release.
Another trend is that AI-generated material, often from anonymous sources, is increasingly rising up the rankings.
“It is difficult to know the purpose of these AI actors, but it is obvious that they have a strong ability to engage Swedes who like and find value in the content, even though the sender is unknown,” says Emanuel Karlsten.
The ten most influential accounts of the year, across all the platforms reviewed - Facebook, Instagram, YouTube, TikTok and X:
1. Sweden Democrats
2. SVT
3. Aftonbladet
4. Expressen
5. JLC
6. TV4
7. The Lundell family
8. The Moderates
9. Social Democrats
10. 100 Percent
Top five on each platform:
Facebook: Sweden Democrats, Magdalena Andersson, SVT Humor, Social Democrats, Ulf Kristersson.
Instagram: Claesson on the Roof, Ekotipset, Marcus Frank, Sara Wimmercranz, Emil Henrohn.
YouTube: JLC, Ijustwanttobecool2, Emil Hansius, Linnea & Viola, The Lundell family.
TikTok: Expressen, Aftonbladet, TV4 News, Blondie, SVT News.
X: Hanif Bali, Carl-Oskar Bohlin, Ulf Kristersson, Henrik Jönsson, Susanna Silfverskiöld.
Source: The Power Barometer from the Media Academy.
