Number of SVOD services people in the Netherlands use per month is up 25% compared to April 2021, according to newly released figures from GfK.
A year after the introduction of new SVOD players Viaplay and HBO Max, total online usage of these services has continued to rise. Curiosity and launch campaigns gave Viaplay and HBO Max a 20% share of visits last April; by April 2023, this share had fallen slightly to 12%. Overall, online SVOD services reached 8 million unique users in April 2023 (7,929,000 people aged 13 and over, 52.8%). On average, visitors use two different SVOD services, this is a 25% increase from April 2021 when this average was 1.6. The biggest overlap of users exists between Netflix and Videoland, among young people this is with Disney+ and among older people, on the contrary, in combination with Viaplay.
Despite the growing pressure on its position, the number of online visits for Netflix has risen to 70 million visits, or 48% of SVOD visits, GfK’s GXL/DAM online figures show. Videoland also shows growth in both online visits and unique users: 2.3 million, up 350,000 from a year earlier.
The share of visits as well as the number of unique users of HBO Max dropped the most compared to a year earlier (from 12% to 5%, a decrease of 500,000 unique visitors).
Relatively speaking, the highest reach of SVOD services was achieved among young people (13-34-year-olds, 64% reach). The increase in unique users lies mainly in those with higher affluence and above-modal income. Among persons with modal and/or lower incomes, the number of viewers remains the same compared to a year earlier.
Of the SVOD services, Netflix visitors also remain the most active, with 57% of them visiting the website and/or app more than three days in the month. Videoland also has a higher share of repeat visitors; almost half visit the service more than three days and even 30% six days or more.
So far, GfK has named the online reach of the SVOD services on smartphone/tablet, PC/laptop. If GfK includes reach via TV, the reach increases by 2.9 million unique users. This group includes 1 million 13-34-year-olds, 700,000 35-49-year-olds and 1.2 million people aged 50 and above. This means that relatively more older people are reached through the TV screen than younger people.
Overview of online usage VOD services in The Netherlands
