Audience and Revenue Concentration in Lithuanian Media Markets (2008–2019)

Deimantas Jastramskis,Giedrė Plepytė-Davidavičienė

doi:10.15388/im.2021.91.55

Abstract

The article examines the change in audience and revenue concentration in the Lithuanian television, radio, internet, and newspaper markets in 2008–2019, as well as discusses the factors that determined the changes in media concentration and market structure. The study revealed that without any special measures to regulate media concentration in Lithuania, all four media revenue markets (television, radio, internet, and newspapers) have become highly concentrated. In terms of audience (circulation) concentration, the concentration of newspaper and television markets was divided between un concentrated and moderately concentrated areas, the radio audience was moderately concentrated, and the audience of internet news websites was highly concentrated. The results of the analysis show a tendency for audience concentration in media markets to be generally lower than income market concentration. Therefore, when legally defining a dominant position in media markets, it is recommended to set a lower value for audience share than for revenue market share.

Highlights

The high level of media concentration, when the media market is dominated by few organizations, creates conditions for less diversity of media content
A study of media concentration regulation in the European Union (EU) and the United Kingdom (UK) found that 14 EU countries and the UK have very or moderate regulation of media concentration, with 10 EU countries applying a light regime for media concentration regulation, and only 3 EU countries do not have any measures to regulate media concentration (Ranaivoson et al, 2021)
Of the 2019 audience was 1412 (Figure 1) and this means that the Lithuanian television market can be considered unconcentrated, but close to the medium concentration margin

Summary

Introduction

The high level of media concentration, when the media market is dominated by few organizations, creates conditions for less diversity of media content. Citizens may lack the necessary information to make appropriate decisions, which may have a negative impact on the functioning of democracy To avoid such a situation, certain legal regulations may be applied that stimulate greater media competition and prevent a high level of media concentration, as well as an oligopoly, and even more so a monopoly, in the media market. Legal measures restricting media concentration in democracies are used to reduce the concentration of the media in the hands of a small number of owners and to promote media pluralism and to increase the independence of the media from political actors This is important in small countries (markets), where it is much easier for a small number of powerful businesses (potentially related to politicians) to concentrate media ownership and dominate media markets than in large countries. Lithuania was classified as one of the countries that regulates media concentration

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