Should the NPO really want this? Creating content for platforms that aim to get children addicted to screens as young as possible

The Dutch public broadcaster, NPO, is adapting to shifting media consumption habits by experimenting with microdrama, a format consisting of short, vertical videos designed for smartphones. KRO-NCRV recently announced a new series titled De laatste zomer, which targets younger audiences who predominantly use platforms like TikTok and Instagram. This move reflects a broader industry trend toward content that is mobile-first, serial, and quick to consume.

This strategy presents a moral dilemma for the NPO, as it balances the need to reach Gen Z and Gen Alpha against concerns over the addictive nature of short-form content. While critics argue that such formats exacerbate declining attention spans and rely on dopamine-driven engagement, the broadcaster maintains that meeting youth where they are is essential. The NPO is currently navigating the challenge of measuring success for these experiments, balancing the need for viewership with concerns about promoting habits often associated with big tech platforms.