More than one in ten (11%) Dutch households had a Netflix subscription in Q4 2014, according to the latest research from Telecompaper.
This equals 865,000 households. The local streaming video services Videoland Unlimited and NLziet are less popular, with only a fraction of the subscribers of Netflix.
A quarter of all Netflix customers are still in their free trial. Nevertheless Netflix seems well able to convert customers to a paid subscription, judging by its growing subscriber numbers. Its market share should increase further, as 6% of Dutch consumers said they are interested in subscribing to Netflix within the next six months.
The figures come from a survey of 6,200 Dutch consumers aged 12-80 during the fourth quarter of 2014 by the Telecompaper Consumer Panel. The report on Dutch consumer video behaviour also found that just under half (49%) of Dutch households have at least one TV connected to the internet. This is often through a smart TV, and many connect a laptop to the TV or stream content via a Chromecast or Apple TV.
In Q4 2014, more than half the time spent watching video content was not live TV (linear broadcasting). Online video (eg YouTube) accounted for 10 percent of viewing time and downloaded or DVD content accounted for 11 percent. For younger people under 20, these percentages rise to almost 20% of the time. They spend less than 30% of their video time on watching live TV. Younger age groups also are increasingly consuming video via ‘new’ devices: 12-19 year olds watch on average 107 minutes a day of video content via mobile devices (smartphone, tablet and laptop).