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Nordic Public Broadcasters Adapt to Streaming Competition
7 Oct
Summary
- Nordic public broadcasters ordered 24% more scripted series in Q1 2025
- Commissioners face challenges attracting younger audiences to their platforms
- Pressure to produce more relevant, original content amid budget constraints
As of October 7th, 2025, the Nordic public service broadcasters are experiencing a surge in scripted series production, even as investment falls elsewhere in the world and local budgets are increasingly stretched. According to a panel of commissioners at the MIA Market in Italy, the Nordic regions ordered 67 scripted series in Q1 of 2025, a 24% year-on-year growth and the highest total recorded to date for a quarter.
In contrast, worldwide commissioning fell by 15% in the same period. However, the panelists noted that public service broadcasters (PSBs) are facing unique challenges in the era of global streaming competition. "We are very fortunate people because we have money upfront paid for by taxpayers, but at the same time we're challenged because the young audiences don't go to our platforms anymore," said Marianne Furevold-Boland, Head of Drama at NRK in Norway.
To combat the dominance of platforms like YouTube and bring back younger viewers, PSBs must embrace marketing in a way that is not "natural" to them. Dramas that resonate with teens and young adults, such as NRK's "Requiem For Selina," inspired by the story of Norway's first fashion blogger, are seen as a way to attract these elusive audiences.
