Dutch consumers devote on average 5% of their daily video viewing to subscription VOD services.
That’s equal to around 15 minutes per day, according to the Dutch Consumer Video Behaviour report from Telecompaper.
Looking only at consumers subscribed to S-VOD services, the viewing time increases to an average one hour per day. Netflix is the biggest S-VOD provider in the Netherlands. It’s especially popular with households with children; a quarter of these subscribe to Netflix, compared to 17% of all Dutch households. In the fourth quarter of 2015, Netflix had a total of 1.3 million subscribers in the Netherlands.
Only 2% of Dutch households have no pay-TV subscription. This group is more likely to have a Netflix subscription, or subscribe to one of the local VoD services Videoland or NLziet. The share of households without a pay-TV subscription subscribing to Videoland Unlimited doubled in the past year, from 6% to 12%.
Linear TV remains the most popular way to watch films, series and programmes, accounting for almost 40% of viewing time on average. Most of this occurs on the TV in the living room, but 11% use their tablet for linear TV and 6% a smartphone.