TV 2’s half-year report reveals an increase in turnover to 2.1 billion kroner, a rise of 138 million kroner compared to the first half of 2024, despite a slight decrease in TV 2 Play subscribers and declining traditional advertising revenue.

The increased turnover is attributed to price increases implemented in the spring of the previous year, which have now fully impacted the financial statement.

According to TV 2’s CFO, Jakob Fink, the company is navigating a challenging market with a downward trend in traditional advertising revenue and intensified competition in the streaming market.

Advertising revenue experienced a two percent decrease, falling from 756 million kroner to 742 million kroner due to a decline in traditional advertising revenue.

However, the decrease in traditional advertising revenue was offset by an increase in digital advertising revenue.

The report highlights the difficulties in acquiring and retaining new TV 2 Play subscribers, emphasizing the need for digital sales to compensate for the decline in traditional business.

Despite these challenges, TV 2 Play remains the most popular streaming platform in Denmark, with 17.7 percent viewership among all Danes in the first half of the year.

While this represents a slight decrease compared to 2024, it positions TV 2 Play as the leading streaming service in Danish households.