Digital platforms increasingly determine what we read and listen to
Digital platforms play an increasingly important role in how people discover music and books. Recommendation systems, playlists and algorithms strongly influence what users are shown — and therefore which creators reach an audience. For example, 89% of listeners discover new music via streaming services. In the book sector, social media and large online retailers are becoming more influential, particularly through BookTok (a trend on TikTok), where a single viral video can significantly boost the visibility and sales of a title — often for English-language books.
What users see is rarely coincidental: it is largely determined by systems that are not transparent to users. This dynamic reinforces existing inequalities. English-language and international content often has an advantage, while European works circulate less easily across borders. Visibility is also unevenly distributed within sectors: in music, men still dominate many charts and playlists, and creators working in smaller languages face greater barriers to visibility.
Artificial intelligence is amplifying this trend. AI makes it easier to produce music and books, further increasing the volume of available content. In 2023, an estimated 184 million tracks were available online, of which nearly 80 million had been streamed fewer than ten times. As a result, it is becoming more difficult to stand out and the pressure on visibility is increasing. As it is aptly put: “If you are not visible, you do not exist. That is the reality for artists and writers. And with AI, even more content is being added, making the competition for attention even greater.”
At the same time, the research points to possible solutions. Rather than restricting platforms, the focus is on improving collaboration. Greater transparency in recommendation systems, better metadata, investments in translation, and agreements on the visibility of European content can contribute to a more level playing field. Human curation, such as editorial playlists, can also create more space for female and independent creators. In addition, digital skills are crucial for improving visibility.
The Netherlands illustrates how these dynamics play out in practice. The country is highly digital and internationally oriented, with users easily switching to English-language content. While this creates opportunities for international reach, it also increases competition for Dutch-language creators. Investment in translation is therefore seen as an important step in reaching new markets. At the same time, Dutch users receive relatively diverse recommendations on streaming platforms, whereas in the book sector the visibility of Dutch and other European authors remains limited.
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