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Global natives? Serving young audiences on global media platforms

Global platforms such as YouTube, TikTok and Netflix dominate the media lives of Norwegian teenagers. Do national media actors still have a chance to win back the “lost generation”?

A young girl with headphones in front of several pc screens.

The new generation has completely different media habits than their parents. The project examines both the changing media habits and their consequences for the media industry.Illustration:

About the project

"Global Natives" studies whether the media habits of teens mark a generational shift, where teens will not adapt the media habits of older generations. National media organizations raise the alarm for a "lost generation" and how re-engaging with youth audiences is core to their legitimacy and economic sustainability. 

Global platforms also cause challenges for media policy, struggling to keep up with the media habits of teens and the increased competition faced by national media players. 

The project focuses on entertainment media, and the actions taken by national media producers and policymakers to become relevant for a new media generation. Entertainment media include content produced by legacy media players and by online celebrities, influencers and gamers. 


The primary objective is to investigate "global natives" as a generation with settled and radically different entertainment media habits, and the actions taken by national media producers and policymakers in order to become relevant for a new media generation.

Within a framework of youth/audience studies, production/media industry studies, and media policy studies, the project examines and theorizes tensions between the global and local.


The following institutions are contributing to the project:

  • Department of Media and Communication, University of Oslo
  • Department of Information Science and Media Studies, University of Bergen
  • Institute of Social Research, Oslo
  • Department of Culture, Media and Creative Industries, King’s College London.


01.06.2021 - 31.01.2025


The project is financed by the Research Council of Norway. Grant nr. 315917.


Sundet & Lüders (2022) "Young people are on YouTube: Industry notions on streaming and youth as a new media generation", Journal of Media Business Studies, online first.

Lüders Sundet (2022) "Globalt innfødte som en tapt generasjon? En konseptualisering av unge som en mediegenerasjon", Norsk medietidsskrift, online first.

Sundet (forthcoming) "Serving youth on YouTube: Public service youth content on social media platforms", in Jensen, Christensen & Redvall (eds.) Audiovisual narratives for children and adolescents in a multiplatform era. Nordicom. 

Conferences and seminars

ECREA pre-conference 'Young people, entertainment and cross-media storytelling: Perspectives and methods for investigating youth media', Aarhus, 18 October 2022. See blog post abut the event


Sundet (2022) "Hvis influenser er svaret, hva var spørsmålet?", talk at Mediefrokost, Domus Bibliotheca, Oslo, 29 November. 

Sundet (2022) "Ungdom og underholdningsmedier", talk at Ungdatakonferansen, Oslo, 6 November. 

Lüders (2022) "Entertainment across boundaries? A repertoire study of media use among Norwegian teens", presentation at ECREA, Aarhus 20 October. 

Arneberg (2022) "Does authenticity matter? Exploring how teens value YouTube content in their everyday user-practice", presentation at ECREA pre-konferanse Young people, entertainment and cross-media storytelling, Aarhus, 19 October. 

Lüders (2022) "Media entertainment experiences among youth on global platforms", talk at Media Futures Seminar, online, 13 May. 

Sundet (2021) "Hvordan skal NRK engasjere et ungt publikum? Unge som  'innfødte' i en global mediekultur', talk at Kringkastingsrådet (, in Norwegian), Oslo, 23 November. 

Sundet & Lüders (2021) "Unge som innfødte i en global mediekultur?", talk at Medietrender Ung 2021 (, in Norwegian), Oslo, 26 August.

Sundet (2021) "Young streamers: Who are they and how to reach them?", talk at Seriedagene 2021 (, in Norwegian), Oslo, 30 September. 

Published June 24, 2021 2:10 PM - Last modified Nov. 3, 2022 10:45 AM