This corresponds to approximately 4 million Dutch people. 2.7 million of them use the app at least once a week, according to the latest edition of Telecompaper’s Dutch Apps Market report.
Netflix’ popularity is strongly age-related. 68% of teenagers have the app on their smartphone, compared to 9% of the over-65s. A similar age-dependent effect can be seen at YouTube. This app is on more than 7 million smartphones. Where Netflix looks at episodes of series or movies, YouTube focuses on short-form – short films. The number of viewing minutes per week for the last app is therefore considerably lower than for Netflix: at 76 minutes per week. On average, users watch Netflix content for 120 minutes a week.
Netflix is not only as an app the most popular streaming video service in the Netherlands. In the third quarter of 2017, Netflix reached 32% penetration in Dutch households in the Netherlands, according to Telecompaper’s mid-October survey. That is 2.4 million households with several users per account within (and outside) the household. Competitor Videoland has 390,000 subscriptions, NPO Start Plus has 360,000.
In related news, GfK reported that in the month of October 2017, more than 11.8 million people visited the YouTube website or app (11,825,000 people, 83% of all Dutch citizens aged 13 and older).The daily reach of YouTube was 31% in October (4,430,000 people aged 13 and over).
Compared to previous years, the range has increased in all age groups. More than half of the 13-24 year olds visit YouTube daily (54%), mainly via mobile devices. Of the total daily reach in October 7% came from the PC/laptop, 3% overlap between all devices and 21% from mobile devices (smartphone/tablet).