This paper investigates the concentration of news media in Finland and its effects on news diversity, through
the perspectives of media leaders, particularly editors-in-chief from various news organisations. The media
landscape is undergoing significant changes, driven by digitalization and market dynamics, which have led to
increased concentration despite the entry of new players. Research has long shown that concentration can
impede competition, limit news pluralism, and restrict public access to diverse information (Doyle, 2002;
Hoskins et al., 2004). As stakeholders from diverse backgrounds—ranging from large corporate media
executives to independent publishers—engage in policy debates, their differing viewpoints often reflect
conflicting interests regarding the implications of concentration (Freedman, 2008).
In Finland, the news media market has seen notable concentration in the 21st century, particularly at regional
and local levels. Major media conglomerates, such as Sanoma and Keskisuomalainen, now control
approximately 57% of the market, with the top four companies holding 72%. This study aims to analyse how
Finnish editors-in-chief perceive the impacts of this concentration on news diversity and to explore their
assessments of the recent market changes and potential regulatory measures needed to ensure a healthy
media ecosystem.
Data were gathered through eight semi-structured interviews with leading media executives and a national
online survey targeting editors, which yielded a 21% response rate (64 responses). The majority of
respondents were from small local papers and free sheets, with only a fraction representing daily
newspapers. Findings indicate a consensus among survey respondents that media ownership in Finland is
heavily concentrated, with most perceiving it as detrimental to media diversity and the availability of varied
viewpoints. However, there was a stark contrast between the views of the interviewees and survey
respondents. While interviewees from larger media companies generally regarded national media ownership
as less concentrated, survey participants—especially those from independent outlets—expressed significant
concerns about ownership concentration and its implications for content diversity.
Notably, a significant majority (90%) of survey respondents believed that media ownership is highly
concentrated, with many noting an increase in this trend. In contrast, a more optimistic outlook was observed
among interviewees, with many denying the extent of national concentration despite acknowledging
regional concerns. Furthermore, while over two-thirds of independent media representatives stated that
concentration had not impacted their content, only 9% of those from larger media groups felt the same.
Overall, 73% of all survey respondents indicated that consolidation strongly affects news content in Finland.
The analysis attributes the concentration trends to the drive for profitability among domestic media
companies and shifts in the advertising market, particularly due to the influence of major online platforms
like Alphabet and Meta. Moving forward, media leaders anticipate ongoing concentration, potential brand
consolidations, and significant impacts from digital transformation and artificial intelligence on Finnishlanguage
news production. These challenges may disproportionately affect smaller media organisations due
to limited resources.
This study contributes to the understanding of media ownership dynamics and decision-making processes,
emphasising the importance of strategic responses to foster diversity and safeguard the integrity of the news
media landscape in a rapidly evolving digital context.