Netflix remains the dominant streaming service in the Dutch market, according to research by Telecompaper.
Almost half of all households (49%) have access to Netflix; its nearest rival. RTL’s Videoland, has a 20% share with Disney+ in third place with 19%. Amazon Prime Video is up to fourth on 15%. Viaplay, which had declined over the past year, rallied in Q1 on the back of the start of the new F1 season. It reached 12% of Dutch households.
“Netflix is still the big winner on the streaming market. In addition to a large customer base it also shows the most satisfaction among customers,” said Ed Achterberg, CEO of Telecompaper.
Growth in streaming services has slowed, the combination of rising prices, and pressure from the cost of living. It’s anticipated that new advertising supported subscriptions, coupled with a crackdown on password sharing, will provide the market with additional growth.
For the first time, Dutch viewers spent more time watching streaming services than live TV for the first time. In Q1 streaming made up 25% of average daily viewing time compared to 21% for linear TV.
Young people spent the least time on live time, at just 15% for the 25-35 age group, compared to almost 40 percent for 55-80 year-olds. The 25-35 age group spends twice as much time on streaming services, while the youngest group, aged 16-25, spends the most time on online content, at over an hour a day.
