The number of Dutch households with a Netflix subscription amounted to 2.94 million at the end of the fourth quarter, according to a study by Telecompaper.
In the same quarter a year earlier, the number of Dutch Netflix households was 2.6 million. Compared to the third quarter of 2018, this number increased by 120,000 households with a subscription to the American streaming video service. This is evident from recent figures from Telecompaper based on Consumer Insights.
The penetration of Netflix in the Netherlands at the end of December 2018 was 39%. This is 5% more than in December 2017 (34%). In the third quarter of 2018 (sequentially) Netflix achieved a penetration rate of 37%
Netflix exceeded the threshold of one million households in the Netherlands in the first quarter of 2015. In the fourth quarter of 2016, the threshold of two million subscribers was broken. Since the third quarter of 2017 (2.4 million households) there has been a clear slowdown in growth. Between the first and second quarter of 2018, growth came to a brief standstill.
In July 2015, Netflix achieved record year-on-year growth of 81%, after which growth levelled off somewhat, to reach a year-on-year growth of ‘only’ 43 percent in March 2016. Then there was another upward trend to 58 percent year-on-year growth in subscriber numbers in December 2016.
Halfway through 2018, growth rates fell below 20%, to reach 13% in December 2018. This decrease is partly explained by the fact that 39% of all households now have a Netflix subscription. There is still sufficient growth potential, but a levelling off of growth at this penetration rate is to be expected, according to Telecompaper.
Netflix is by far the most popular SVOD service in the country. Runner-up Videoland, which is owned by RTL, has an estimated 700,000 subs, and the Dutch NLZiet is believed to have around 100,000 paying subscribers.
