The number of Dutch people watching TV programmes on smartphones is growing and currently stands at 21% and 27% respectively, while usage of smart TVs is also oin the rise, according to GfK’s latest Trends in Digital Media research.
42% of all Dutch TV homes now own a smart TV. More than three-quarters (76%) of the smart-TV owners actually use the various apps on the smart TV. Of these, 51% do this one or more times a week.
Michel van der Voort, director of Screenforce on the results:”The growth in the ownership of online devices is levelling off. On the other hand, consumption is growing steadily. Certainly the use of video services such as Ziggo Go, KPN iTV and recently NLZiet. These apps transform your smartphone or tablet into a TV device. This is good news for the broadcasters. At the same time, we see that online video content is increasingly entering the living room via the smart-TV. This leads to a wider offer for the consumer and a possibility for personalised advertising for the advertiser.”
Tablet ownership in the Netherlands is now 70%. YouTube is the most commonly installed media app, NOS is the broadcaster of which most apps have been downloaded. It is striking that the tablet is mainly used on the sofa: 81%. This also applies to the smartphone. 76% use this device on the couch followed and 56% outdoors. The tablet is used a little more for watching TV, 27% of the Dutch people do this. For smartphones, this percentage is 21%. The most TV is watched via the laptop, namely an average of 38 minutes a week.
Global players are at the top of the most downloaded apps: YouTube, Netflix, Spotify, Nu.nl and Ziggo Go are the most popular media apps. Local player Sanoma (but Finnish owned) establishes itself in between with Nu.nl. RTL and NOS apps follow closely. In total, Dutch people installed an average of 24 apps on their tablet and 28 on their smartphones.
The research also shows that short videos on platforms such as YouTube, Facebook and Nu.nl are viewed more on smartphones than on other devices. On the other hand, long-form videos on platforms such as RTL XL, NPO Start, Netflix Videoland are viewed more on smart TVs.