Media literacy in the Nordic countries remains comparatively strong, but the picture is far from balanced. The first-ever Nordic Media Literacy Survey, conducted in early 2025 by governmental media authorities in Denmark, Finland, Iceland, Norway, and Sweden, reveals significant generational divides in trust, news consumption, and participation. The study was financed by the Nordic Council of Ministers.
Based on responses from more than 12,000 participants, the report provides the first comparable Nordic data on how people understand, assess, and engage with media in a democratic context. Below are the surveye’s key findings.
Adults (16 years and older)
- Verification practices vary by age. Younger adults are more likely to check and verify information they find questionable, while older respondents are less likely to do so. Around one fifth of those aged 55 and above say they do not take any steps to verify news they suspect may be false.
- Keeping up with the news is a challenge for many younger adults. One third of respondents aged 16–44 report difficulty staying informed.
- Understanding of media funding is relatively strong across the Nordic population, with most respondents aware of whether media outlets are financed through public funding, advertising, or subscriptions.
- Awareness of reporting tools on digital platforms is widespread, but gaps remain. One third of respondents over the age of 55 are unaware that inappropriate content can be reported to platforms.
- Experience with AI shapes perceptions. Those who have used AI tools tend to identify more potential benefits, including for journalism and democratic processes. However, users and non-users alike express concerns about the growing difficulty of distinguishing reliable information from false content and about the speed of technological change.
- Online participation is constrained by fear of hostility. Four in ten respondents say they refrain from commenting on social media because they fear being attacked.
- Misconceptions about platform responsibility persist. One in five respondents under 45 believe that Facebook has an editor-in-chief who is legally responsible for content on the platform.
Children and young people (9–15 years)
- Social media plays a central role in young people’s news consumption, although trust in these platforms as sources of information remains low.
- Television news is widely regarded as trustworthy and as contributing positively to democracy among young respondents.
- Journalism enjoys strong credibility among children and young people.
- Knowledge of media funding is mixed. While about half of respondents know that public service media are funded through taxation, many also believe – incorrectly – that commercial media receive public funding.
- Most young people are aware that harmful or rule-breaking content can be reported, and a notable minority have used these reporting functions.
- Distinguishing news from other editorial content remains difficult for many young users, particularly on digital news platforms.
- Many young respondents struggle to identify reliable sources and to stay informed, and one in four say they avoid news altogether.
- Age restrictions are frequently bypassed. One third of children aged 9–12 report daily use of TikTok and Snapchat, despite the platforms’ stated age limit of 13.