However, growth is starting to slow down, according to the Video behaviour of Dutch consumers 2016 Q4 report from Telecompaper. Also, not all smart TVs are connected to the internet.
In total, 50% of Dutch households have at least one TV connected to the internet, which includes not only smart TVs, but also those using devices such as Google Chromecast, Apple TV or other boxes.
The report, based on the Telecompaper Consumer Panel, also confirmed that Netflix remains the biggest paid video service in the Netherlands. In December Netflix was joined by Amazon Prime Video, which launched worldwide, and other rivals include the local services Videoland and Pathe Thuis.
At the end of 2016, Netflix had 2 million subscribers in the Netherlands, equal to around 28% of households. The service is especially popular with single parents (42% of them subscribe to the service) and couples with kids (34%). Netflix is less popular with households without children. Among those without Netflix, 7% expect to subscribe in the near future.
Series are the most popular on Netflix, with films watched less. A majority of subscribers (57%) said they mainly watch series, and this share has increased over the past year and a half. The opposite is true for Film1, which focuses more on films, and this has been its most popular content.
Around 80% of Film1 subscribers said they mainly watch films. Videoland is more evenly split, with 53% of customers favouring films, and 41% mainly watching series (6% mainly watch kids content).