Almost half of Dutch households now subscribed to a subscription video on demand service.
According to an assessment from Telecompaper, 47% were taking an SVOD service by the end of 2020 and more than one on 5 (22%) were subscribing to two or more such services.
The total market for paid TV and video services in the Netherlands grew by 8 per cent to a almost €2.5 billion in 2020, in part due to the Cornoavirus pandemic.
SVOD services grew by 39%in 2020 and generated combined revenues of more than half a billion euros.
The transactional video on demand market, also grew as a result of cinema closures, and was responsible for 6% of sales.
“The demand for home entertainment during the pandemic clearly boosted the TV video market in 2020 and revenue growth accelerated,” said Tim Poulus, research analyst at Telecompaper and co-author of the report Dutch TV Video market Q4 2020. “However, now that we are a year on, some streaming services may find it difficult to maintain the high growth and retain customers. We expect more ‘normal’ growth rates in the second half of 2021, when the corona restrictions currently in place will be relaxed.”
Basic TV subscriptions still make up the largest part of the market, at almost €1.3 billion, but showed little growth in 2020.
Annual price increases offset a one per cent drop in the number of Dutch pay-TV subscribers last year to 7.3 million, according to Telecompaper’s latest measurements.
Across all households, Netflix, RTL’s Videoland and Disney+ are the most popular paid SVOD services with the highest number of subscribers, followed by NPO Plus and Amazon Prime Video. More and more households are also taking out subscriptions to multiple streaming services. The most popular combinations were Netflix with Videoland (16% of SVOD subscribers) and Netflix with Disney+ (7%).
