Otava’s publishing companies increased their market share
In 2025, the net sales of Otava’s book publishing business grew by 2.2 per cent to EUR 79.3 million. Otava increased its market share in both general literature and learning materials.
The growth seen in digital book sales levelled off. Half of all fiction sales come from digital books, and digital sales have decreased slightly from their peak a few years ago. In children’s and young adult literature, sales of digital books remained on par with last year.
Otava had diverse and top-quality publishing programmes. One indication of this was the number of nominations Otava received for the Finlandia Prize: a total of six nominations, including at least one in each of the three prize categories.
In August 2025, Otava published President Alexander Stubb’s book The Triangle of Power: Rebalancing the New World Order, which describes both the current state and future of international politics. Stubb says that the world has changed more over the last three years than in the previous three decades combined.
Russia’s war of aggression in Ukraine ended the post-Cold War era. Power politics has made a comeback, and the liberal world order is in a state of transition. International politics is going through a period similar to 1918, 1945 or 1989, when even a small country like Finland can influence the direction that change will take.
Otava increased its market share in both general literature and learning materials.
Otava received a total of six nominations for Finlandia Prize. Including at least one in each of the three prize categories.
In August 2025, Otava published President Alexander Stubb’s book The Triangle of Power: Rebalancing the New World Order, which describes both the current state and future of international politics.
One of the year’s hits was Olivier Norek’s The Winter Warriors – a French bestseller that took the world by storm with its story of Finland’s Winter War and its great hero, Simo Häyhä. This historically accurate and narratively stunning novel chronicles Simo Häyhä’s journey from carefree young boy to the world’s most famous sniper. According to Finland’s bestseller list, it was the 12th bestselling title of 2025.
Audiobooks published by Otava are now included in Spotify’s Premium subscription in Finland and the Nordic countries. This will open up a new market for us, and bring our books to the attention of new audiences.
Otava Learning achieved good net sales and a solid result. Over 80 per cent of upper secondary school learning materials are already digital, and this proportion is no longer expected to increase.
The publication of our Tähtietsivät (Star Detectives) primer was one of the highlights of the year. This is Otava’s 20th primer, and it provides every first grader with a solid foundation in reading and writing skills. Its captivating stories and relatable characters will inspire everyone to immerse themselves in the world of reading!
Otava Book Printing ‘s result net sales rose by five per cent and its operating result improved.
Suomalainen Kirjakauppa improved its result
Suomalainen Kirjakauppa’s net sales decreased by one per cent to EUR 84.2 million (85.0). The operating result rose to EUR 1.3 million (0.0). Suomalainen Kirjakauppa had 55 stores at the end of 2025.
Book sales are on the rise, which is a very positive trend. Growth was seen in sales of English-language books in particular.
Suomalainen Kirjakauppa has revamped its store concepts and retail locations. The slightly smaller stores in shopping centres are cosy and inviting. The number of customers visiting stores has increased.
Sales processes have been streamlined so that stores can focus on what matters most: customer service. Suomalainen Kirjakauppa’s strength has always been its customer service. Suomalainen Kirjakauppa has a Net Promoter Score (NPS) of 81, which is exceptionally high by Finnish standards. It also has a good Google rating.
Suomalainen Kirjakauppa’s app already has about 100,000 active users, and the store also runs its loyalty programme through the app.
In April 2025, Suomalainen Kirjakauppa organised a “Stop literacy extinction!” demonstration on the steps of Parliament House. Hundreds of people gathered on the steps to read books in support of literacy and fostering a love of reading. A petition to bolster literacy was also submitted to the Ministry of Education during the event. This petition was signed by more than 30 organisations, including all of the Otava Group’s companies.
Reading skills have declined among children, teenagers and adults alike. One reason for this is a sharp increase in screentime, which in the worst case can lead to mental health issues and learning challenges. You can only learn to read by reading – and only through reading can you discover the joy, benefits and peace of mind it brings. Reading promotes personal wellbeing and brain health. A good level of literacy will ensure that Finland remains a functional and thriving society.
Another demonstration will be held in spring 2026.
Otavamedia Ltd achieved a good financial result in 2025.
According to the National Readership Survey (KMT), the Otavamedia media included in the survey have an overall reach of 2.2 million people. We reach 51 per cent of all Finns over the age of 15.
Another good result for Otavamedia
Otavamedia’s net sales declined on the back of a drop in magazine circulation, but its operating profit was good. Streamlining and organisational restructuring helped to maintain a good earnings level. It is difficult to increase or maintain net sales in the print publishing sector, which is why it is essential to develop new business models.
Tekniikan Maailma’s new short video channel was launched in spring 2025. The service makes Tekniikan Maailma’s content available in the form of dynamic, engaging and quick-to-watch videos. TM Video is a fast-paced video concept that explores the most interesting innovations in transport, science, construction and technology. It features insightful tests, surprising facts and practical tips that will entertain, inform and inspire. In addition to tekniikanmaailma.fi, the videos are posted on Instagram, Facebook, TikTok and YouTube – where there is an audience ready and waiting. And the videos have already found their audience. For example, the videos produced for TM’s winter car comparison have already racked up hundreds of thousands of views. TM is now expanding, refining and increasing its video production. Topics will include anything and everything that interests TM’s target audience.
According to the National Readership Survey (KMT), the Otavamedia media included in the survey have an overall reach of 2.2 million people, that is, we reach 51 per cent of all Finns over the age of 15. Overall reach refers to the combined reach of the printed magazine and its digital content.
We reach 1.3 million unique readers through our print magazines, and 1.8 million unique visitors per month through our websites.
Five of our media saw a significant increase in their overall reach. Seura experienced the largest growth with an increase of 24,000, and its overall reach rose impressively for the fourth year in a row. Metsästys ja Kalastus, TM Rakennusmaailma, Kippari and Viva also increased their overall reach.
Otavamedia’s print magazines reach a total of 1,305,000 unique readers, or 30 per cent of all Finns aged 15 and above. Five of Otavamedia’s print publications saw an increase in readership, while nine experienced a decline. Tekniikan Maailma, Metsästys ja Kalastus, TM Rakennusmaailma, Viva and Kippari all increased their readership.
When it comes to printed media, people spend the most time reading Suomen Kuvalehti: up to an hour and 38 minutes on average. People also enjoy reading our other print publications – they spend an average of 68 minutes reading them compared to an average of 53 minutes reading magazines in general. People read Otavamedia’s publications for an average of four minutes longer than in the previous survey
The Edit Gala awards honoured the year’s best magazine media. The winner in the Magazine Media Article of the Year category was a delightful piece from Tekniikan Maailma in which children tested children’s skis. Jarmo Wright, a photo journalist at Suomen Kuvalehti, received the Special Edit award for his long-standing work as a pioneer in magazine visuals.
Suomen Kuvalehti achieved a double victory in the competition, as it also won the prestigious award for General-interest Media of the Year. According to the jury, Suomen Kuvalehti is a journalistically ambitious magazine with high-quality visuals that has naturally adapted its content to digital channels while maintaining its own strong style.
Suomen Kuvalehti won Edit award fo General-interes Media of the Year.