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Denmark has just proved that the tech giants are not invincible

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Matthieu de Cremoux
Article by
Matthieu de Cremoux, Product & Marketing Director, France-IX
First published on LinkedIn on 26 March 2026 · view profile

Denmark has just proved that the tech giants are not invincible.

99% of Danish media have united in a single negotiating bloc against the platforms.

99%
of Danish media united in a single negotiating bloc

The result? Google pays, Meta faces a fine, and Apple News preferred to close down in Denmark rather than negotiate.

So why does uniting have such an impact?

The tech giants have a well-oiled model: divide and rule. And to do so, they negotiate player by player.

What Denmark understood is that this logic had to be reversed. By creating a collective negotiating monopoly, Danish media changed the balance of power.

This Danish model speaks to me directly.

The answer is to join forces. Our interests are shared. When we build coalitions with other players, in France, in Europe, elsewhere:

  • we become collectively bigger;
  • we carry more weight in negotiations;
  • we coordinate so as not to face the pressure alone.

Because the first to give in brings the market down.

The goal is a decentralised, coordinated strategy in which digital sovereignty is built together.

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