In the online
environment, media contents are in constant flux. For media organizations
social media platforms  in particular are
central when they make efforts to extend their reach among the audience. This
paper focuses on how newspaper companies in three Nordic countries tackle the
challenges of online content distribution and platformization. The study uses
two different data sets (market data and interview data) from Sweden, Norway
and Denmark. The paper demonstrates how, in the Nordic newspaper companies, the
outlook concerning the major social media companies, primarily Facebook and
Google, can be distinguished between collaborating in distribution with them,
or developing a competing online platform.