Danish films and series in a no-win-situation? Analysing the preferences of young audiences and domestic industry responses

Drawing on the media psychological concept of motivation, this article explores the reasons behind young audience’s preferences for films and series and examines how two Danish public media institutions have responded to these preferences. Methodologically, the analyses are based on mobile ethnographic studies of 20 children and interviews conducted with key personnel within the two media institutions. The article finds that—despite domestic institutions reshaping their practices to serve young audiences’ preferences—Danish screen content is disadvantaged within a target age group, where US providers of films and series dominate by satisfying preferences for relatable and fascinating content.