Digitalization is shaking up the news media – new study maps business models in the Nordic countries and Germany

The Finnish news media is undergoing a historic transformation. Digitalization, the platform economy, and artificial intelligence have fundamentally changed the production, distribution, and consumption of news. Advertising revenues for print media have collapsed, while online media advertising is growing, but its revenues often flow to global giants such as Alphabet and Meta. Domestic media companies have adopted digital subscription models, but engaging young people in particular with paid content remains a challenge.

In recent years, the media landscape in the Nordic countries has become highly concentrated. Norwegian and Swedish corporations have expanded across borders, and ownership arrangements have reshaped the market. In Germany, on the other hand, large media companies are looking for new digital sources of income and experimenting with artificial intelligence solutions.

The study New business models for news media in the Nordic countries and Germany in the era of accelerated digitalization, which is currently underway, will examine the types of business models being developed by news media companies in the Nordic countries and Germany - and what Finnish media companies can learn from them. The aim is to provide valuable information on effective strategies and warn of pitfalls to avoid.

The study will examine, among other things:

• The economic situation of the news media: analysis of financial statements and advertising market trends from 2015 to 2024.
• The role of artificial intelligence: how automation and algorithms are changing delivery work and business.
• Interviews: in-depth discussions with the management of around 15 media companies in the Nordic countries and Germany.

The project is led by Adjunct Professor Katja Lehtisaari from the University of Tampere. The research team includes Research Manager Mikko Grönlund (Finland Futures Research Centre, University of Turku), Professor Mikko Villi (University of Jyväskylä), and Professor Carl-Gustaf Lindén (University of Bergen). The project is funded by the Media Research Foundation.

The final report of the study will be published in spring 2026. Its aim is to provide concrete recommendations and comparative data that Finnish media companies can utilize in their own operations and development work.