It will come as no surprise that Netflix dominates Dutch on-demand viewing with people watching Netflix for almost half a billion minutes a day.
The platform commands a third of VOD viewing time in the country. In addition, video-on-demand, measured in terms of viewing time, is approaching viewing time for linear television. This is evident from the Smart Media Monitor, a market survey conducted by Dutch research company Multiscope among 6,700 Dutch people.
Approximately 5.6 million Dutch people watch Netflix on average 84 minutes a day. Netflix thus accounts for a total of 472 million viewing minutes per day. This is a third (32%) of the total video on demand viewing time. YouTube follows at some distance with 18% of the viewing time. Together they account for half of the video on demand viewing time in the Netherlands.
Netflix’s range is greater than the number of paying households. In the Netherlands, approximately 2.8 million households pay for Netflix. The subscription is not only shared within the household, but 40% also shares it outside the household. In total, it is estimated that 1.12 million households use shared passwords. Especially 18 to 34 year olds share their account outside the household. Netflix has on average 1.43 viewers per household.
However, Netflix growth in the Netehrlands is now slowing down. Of the non-users, 8% are still interested in taking out a subscription in the future. Of the current user group, a net 10% more time is said to be spent on Netflix. The company therefore seems to be entering a mature phase. This is also evident from the time spent on Netflix over the different age groups. It hardly differs from each other. Young people (18-34 years of age) watch 88 minutes, 35 to 50 years olds 82 minutes and people over 50 watch 78 minutes a day.
