Yle news readers more likely to use commercial media, study finds

A study commissioned by the European Broadcasting Union (EBU) finds that consuming Yle’s online news does not reduce the use of commercial media in Finland.

Instead, the research shows a positive correlation: people who read Yle’s online news are at least as likely—and often more likely—to also use commercial news services.

This is the first time the relationship has been examined using data specific to Finland’s media market. The study draws on web traffic data from Yle, Helsingin Sanomat, Ilta-Sanomat, and Iltalehti, as well as the Reuters Institute’s Digital News Report survey.

“The research demonstrates that the coexistence of public service and commercial media supports a dynamic and competitive media market in Finland,” Yle Director General Marit af Björkesten said in a press release.