Non-linear viewing in The Netherlands is set to grow to 25% of all time spent watching TV in 2025, up from 7% in 2015, according to a new research by ABN Amro bank.
The increase will be driven by the growing number of VOD services and increasing popularity of streaming video, on social media as well as live linear channels online. Around 20% currently has a subscription to one or more OTT services, such as Netflix, KPN Play and T-Mobile Knippr. Netflix is particularly popular, with around 1.5 million subs in the country.
The report says there is a clear difference across age groups in how they are consuming video. Among 13-19 year-olds, the amount of time watching linear TV fell 15.3% in the first half of 2016, and 20-34 year-olds watched 8.5% less linear TV. Among over-50s, the amount of time spent on linear TV fell by only 1%.