nuSep 1, 2026, 18:37

NPO tries to reach young people: If you are not in their timeline, you do not exist

The Dutch public broadcaster NPO is prioritizing digital platforms and social media to reach younger audiences who have shifted away from traditional linear television. By investing in engaging, humorous online content and streaming, the organization aims to remain relevant despite budget cuts and technical challenges with its streaming application.

The Dutch public broadcaster NPO is shifting its focus toward digital platforms to better connect with young people aged 20 to 34. As linear television viewership declines among this demographic, content manager Elsa Gorter emphasizes that being present on social media feeds like TikTok and YouTube is essential to drive traffic to the NPO Start streaming service. The strategy involves creating engaging, humorous, and relatable content rather than relying solely on traditional broadcasting or educational themes. Successful programming, such as Wie is de Mol and various reality formats, continues to attract young audiences, but retaining them remains a significant challenge. NPO is experimenting with new formats, including micro-dramas designed for vertical screens, to match shifting consumption habits. Despite these digital efforts, the organization faces hurdles including budget constraints and technical issues with the NPO Start application. Improving the platform's user experience is now a priority to ensure that younger viewers can consistently access and enjoy public media content in an increasingly competitive landscape.

Technology Culture Netherlands

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Based on reporting by nu. Translated and condensed by LocalHeadlines.

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