‘Being a drama producer is not in the least artistic work’ – Adopting streaming production culture at the Finnish public service broadcaster

Since the early 2010s, the emergence of global streaming platforms has introduced new strategies and practices in the production of drama series. The new paradigm, here titled as streaming production culture, has penetrated even the so-called legacy television companies, such as Nordic public service broadcasters. This article seeks to establish streaming production culture as an analytical concept that brings together two recent transformations in the television industry: platformisation and transnationalisation. The conceptualisation is legitimated by examining the adoption and impact of streaming production culture at Yle, the Finnish public service broadcaster. An analysis of thematic interviews with producers and managers, complemented by additional data sources provides detailed examples of how streaming has transformed the publishing, budgeting and financing, co-producing, development, and marketing of Yle’s drama series. In this process, Yle’s producers have shifted from being creators of in-house drama to facilitators of content produced by independent production companies.