The platformization of Public Service Media. A comparative analysis of five BVOD services in Western and Northern Europe

Recent developments in the media industries have signalled the need for public service media (PSM) organizations to reposition themselves in order to reach audiences, and also secure financial sustainability and programming rights. In repositioning themselves, PSM have increasingly embraced some of the core characteristics of platforms by developing a central video-on-demand (VOD) service as portal to PSM services, investing in exclusive content and using data to create richer user experiences and gain insights into audience practices. However, this ‘platformization’ process comes with both challenges and opportunities to reach the public service remit. This article conducts an analysis of the on-demand portals of PSM, to uncover how platformization is reshaping the PSM core remit and values, and how these are transposed in online services and offerings. The research employs a comparative case study analysis of five VOD services of PSM in Western and Northern Europe: Belgium-Flanders (VRT.NU), BelgiumWallonia (RTBF Auvio), Finland (Yle Areena), Ireland (RTÉ Player) and Norway (NRK TV). The results discuss three main categories: interfaces and features, strategies for catalogue and content curation, and tools for discoverability and prominence.