Conceptualising Youth Media Strategies: Balancing Platforms, Profiles, and People

Young people’s media consumption has shifted from traditional mass media towards social media, fostering an industry view of youth as a “lost generation” and promoting media organisations to broaden their presence across platforms. However, platform expansion comes with risks, and many now take a more cautious approach. This article draws on interviews with twenty Norwegian media executives to explore strategies for reaching young audiences with and without third-party platforms. The article identifies three common strategies for engaging youth, conceptualised as the three Ps: Platforms, Profiles, and People. Across these Ps, there is a prevalent perception that young people constitute a distinct media generation, necessitating new editorial Practices (a fourth P) to ensure they are informed, engaged, and entertained. The article also highlights a Catch-22 dilemma: media organisations must balance democratic responsibility with the need to engage youth. This emphasises the urgent need for media organisations to navigate these challenges to remain relevant and trustworthy for future generations.