TV 2 experienced increased revenue in the first half of the year, reaching 2.1 billion kroner, a rise of 138 million kroner compared to the same period last year. However, the financial statement reveals challenges, including a slight decrease in TV 2 Play subscriptions.

The revenue increase is attributed to price adjustments implemented in the spring of the previous year. These changes are now fully reflected in the financial results.

Advertising revenue has seen a decline of two percent, falling from 756 million kroner to 742 million kroner, driven by a decrease in traditional advertising. Digital advertising growth has compensated for this decrease.

Jakob Fink, TV 2’s CFO, described the period as “a good half-year in a difficult market.” He noted the challenge of declining traditional advertising revenue and the need to find growth in an increasingly competitive streaming market.

TV 2 Play maintains its position as the most popular streaming platform in Denmark, capturing 17.7 percent of the viewership share among all Danes in the first half of the year. This places TV 2 Play at the forefront of streaming services, despite a marginal decrease compared to the previous year.

According to the CFO, it has become more difficult to attract and retain new Play subscribers, requiring digital sales to offset the decline in traditional business.