Yleisörelated

Yleisörelated is a term used in media studies and marketing to describe a set of practices, theories, and research that center the audience as an active participant in the cycle of media production, distribution, and reception. The word is formed from the Finnish yleisö, meaning audience, combined with the English word related, and has been used since the early 2020s to frame audience-centered strategies in both Finland and international contexts.

The concept encompasses audience analytics, segmentation, participatory culture, co-creation, and audience development. It covers a range of media environments, including traditional broadcasting, online video, podcasts, radio, print, and live events. Methodologically, yleisörelated draws on surveys, big data analytics, social listening, ethnographic studies, and A/B testing to understand what audiences want, how they engage, and how experiences can be tailored without compromising accessibility or privacy.

Applications of yleisörelated include shaping programming and scheduling, personalizing recommendations on streaming platforms, designing participatory events, and guiding content development and marketing strategies. It is related to, yet distinct from, broader fields such as audience development, user experience, and participatory media, and it often intersects with discussions about media literacy and ethical data use.

Critics caution that a strong focus on engagement metrics can raise privacy and consent concerns, risk manipulative practices, or contribute to homogenization of content. Proponents argue that audience-centered approaches can improve relevance, accessibility, and democratic participation in media environments.