In the Nordic Media Literacy Survey, the Finnish participants have the highest percentage (27 percent) in the age group 65+, and nearly half (45 percent) of the respondents are over 55 years old. Age groups are balanced to follow the Finnish age pyramid. (The youth survey did not take place in Finland.) When there are broader generational differences in media preferences in Finland, it shows in the Nordic Media Literacy Survey as well, especially in the preference for reading the news from a newspaper, using the news apps, or watching the news on television and not social media.
As television, social media, and free news apps are the primary sources of news consumption in the Nordics, watching news on television is slightly more popular in Finland than in other Nordic countries, which may be explained by the higher share of respondents over 55 years of age. The popularity of free streaming services like Yle Areena, an online streaming service operated by the national public broadcasting company, further underscores the preference for television-based news consumption. This trend is particularly pronounced among older age groups, who are more inclined to watch content on free-to-air television channels or via streaming services (DNA 2024, FiCom 2025). In contrast, younger individuals tend to consume content online or through paid streaming services, and through a mobile device.
This age-based divergence in media consumption patterns reflects broader generational differences in media preferences. However, it is difficult to say whether these differences have implications on the level of media literacy between different age groups.
A consensus exists across the Nordic countries regarding the credibility and relevance of television news programmes. According to the Nordic Media Literacy Survey, these programmes are perceived as credible sources of information, offering a fair depiction of events both domestically and internationally, while also strengthening freedom of speech and democracy. This shared perception underscores the continued importance of traditional media in the Finnish context as well.
Results from the survey show that there is a well-understood distinction between public service and commercial media in Finland. Most adults recognise that YLE, the national public broadcasting company, is primarily financed by taxes, while MTV relies on advertising revenue. This understanding of the public service mandate reflects a high level of media literacy regarding the funding and operational models of media organisations. The role of media in providing relevant and important information about current events is widely acknowledged in Finland. Daily newspapers are viewed as credible sources that offer a fair depiction of events and contribute to the strengthening of freedom of speech and democracy (Metelinen 2025, Newman et al. 2024). However, social media is perceived differently. Finnish respondents’ express scepticism about the credibility and fairness of social media posts, with more disagreement than agreement regarding their relevance and importance. Nevertheless, social media is recognised as providing a platform for diverse voices and opinions, contrasting with the more traditional media outlets.
Finland, like its Nordic neighbours, is characterised by a high level of digital connectivity and media consumption. The Nordic Media Literacy Survey highlights the distinctive role of WhatsApp in Finland's social media landscape. Unlike its traditional perception as a messaging application, in Finland WhatsApp has gained prominence as a platform for cross-generational communication, parental groups, and information dissemination in leisure activities. This reflects a particularity in Finland's media landscape, where the use of WhatsApp extends beyond personal messaging to encompass broader social contexts (DNA 2024). This also shows in Facebook Messenger's popularity in Finland, being the lowest among the Nordic countries. In addition, Facebook, although the most frequently used social media platform across the Nordic countries, ranks second in the results regarding Finland, with the smallest user base. This divergence indicates a unique preference for communication platforms in Finland compared to its Nordic counterparts.
In terms of online safety and privacy, Finnish respondents demonstrate a proactive approach. The Finnish participants report that the most common action taken to protect online safety is to delete their browser search history. Additionally, it is almost as popular to block people, organisations, or companies and update personal privacy settings, indicating technical skills and a heightened awareness of privacy concerns. However, online communication activity appears relatively low in Finland. For example, only 19 percent of respondents send emails daily, the smallest figure among the Nordic countries. Despite this, a substantial majority (72 percent) feel confident in assisting others with sending emails, suggesting a foundational level of digital literacy.
Finnish respondents show a strong understanding of media content evaluation. A majority believe that the search order of results is influenced by paid placements, and this belief is most prevalent in Finland and Iceland. When suspecting information to be false, Finnish and Icelandic respondents commonly compare it with other trusted sources or perform online searches for verification. Checking the trustworthiness of web addresses is also a relatively common practice, highlighting a critical approach to evaluating online information.
The survey reveals that 43 percent of Finnish respondents have used AI services in the past three months. Finnish and Icelandic individuals are slightly more inclined to use AI to test its functionality rather than as a writing assistant. This curiosity-driven approach to AI usage reflects an openness to exploring new technologies and understanding their potential applications.
Based on the findings, specific target groups and dimensions of media literacy need focused attention. Younger adults, who primarily engage with digital content, would benefit from initiatives aimed at strengthening their ability to critically assess online information. In contrast, older populations may gain from programmes that enhance their digital communication skills and confidence in creating content on online platforms. Moreover, fostering a deeper understanding of the credibility, ethics, and influence of social media content is essential across all age groups. These insights are particularly valuable for policymakers, educators, and civil society organisations working to address the distinctive features of Finland’s media environment.
In conclusion, Finland’s media literacy landscape reflects both unique national characteristics and shared traits with other Nordic countries. The results of the Nordic Media Literacy Survey underscore the importance of targeted media literacy strategies that address diverse aspects of media consumption and evaluation. In 2025, Finland will publish the revised Media Literacy Policy Guidelines to promote media literacy in Finland. By promoting critical thinking and digital communication competencies, Finland can strengthen its media literacy framework and empower individuals to navigate the complexities of the media landscape with confidence.
References
Metelinen, S. 2025. Mainettaan parempi. Eva analysis 146.
Newman, N., Fletcher, R., Robertson, C. T., Ross Arguedas, A., & Nielsen, R. K. 2024. Reuters Institute digital news report 2024. Reuters Institute for the study of Journalism.