In an analysis of media markets in the Nordic region during 2018–2022, a group of researchers from the four large Nordic countries found that revenues are largely concentrated among a small number of actors. The telecom sector – that is, mobile subscriptions, data, and Internet connectivity – is the largest and constitutes the market’s most important source of revenue. At the same time, key Internet services, such as search engines and social platforms, are dominated by a small number of global tech companies.
"Our results show that large parts of the Nordic media markets are dominated by a small number of actors, particularly in telecom and key Internet services. This affects both how revenues are distributed and who has influence over information", says Helle Sjøvaag, Professor of Journalism at the University of Stavanger.
At the same time, the study shows that traditional media such as TV, radio, and books had largely recovered from the pandemic by 2022, and in several cases returned to growth, while the newspaper industry continued to experience declining revenues.
Concentration may be important
Although there are some national differences between the Nordic countries, the overall pattern is clear across borders – media markets are characterised by moderate to high concentration. Finland appears to be the most concentrated market, while Denmark has the lowest level of concentration. Norway and Sweden fall in between.
However, the researchers also point out that this concentration serves an important function. In small markets, large actors are often necessary to invest in journalism, content, and infrastructure – and to withstand competition from global technology companies.
"Our results show that high concentration should not only be seen as a problem, but can also be a prerequisite for sustainable media markets in small countries – provided that it is balanced by effective regulation", says Morten Falch, Associate Professor at Aalborg University.
Clear regulation is needed
The researchers highlight a growing need for clearer regulation of global Internet actors, greater market transparency, and a broader approach that also includes digital infrastructure.
"Future media policy will need to address an entirely new reality, where both revenues and power are increasingly concentrated among a small number of actors – while a well-functioning media system remains crucial for democracy", says Mikko Grönlund, Research Director at the Finland Futures Research Centre at the University of Turku.
Read more: The study, “The political economy of networked media: The revenue and concentration of communication markets in the Nordics”, by Helle Sjøvaag, Morten Falch, Reza Tadayoni, Mikko Grønlund, and Tobias Lindberg, is published in the scientific journal Nordicom Review, issued by Nordicom at the University of Gothenburg.
Read the study here: https://reference-global.com/article/10.2478/nor-2026-0006
Contact
- Helle Sjøvaag, Professor of Journalism at the University of Stavanger, phone: +47 984 41 989, e-mail: helle.sjovaag@uis.no
- Morten Falch and Reza Tadayoni, Associate Professors at Aalborg University, phone: +45 99402510, e-mail: falch@es.aau.dk and reza@es.aau.dk
- Mikko Grönlund, Research Director at the Finland Futures Research Centre, University of Turku, phone: +358 44 594 7545, e-mail: mikko.s.gronlund@utu.fi
- Tobias Lindberg, Media Researcher at Nordicom, phone: +46 76 618 13 02 e-mail: tobias.lindberg@nordicom.gu.se