Netflix remains the absolute leader in spontaneous name recognition among Dutch consumers with 64%, according to research by Telecompaper.
Videoland follows with 49%, and Disney+ is in third place with 35%. HBO Max and Amazon complete the top five, while other streaming services remain below 10%.
Interestingly, compared to two years ago, all video services in the top five have increased their spontaneous awareness. For ‘top of mind’ familiarity – the first name people mention – Netflix (46%) and Videoland (12%) score the highest, while other brands remain below 3%.
In assisted familiarity, the differences are smaller. Here, the top five is completed by YouTube, which almost everyone knows but does not spontaneously mention immediately. Also striking: Pathé Thuis achieves almost 60% assisted familiarity, indicating strong brand recognition.
In related news, the fourth edition of NMO Media Trends has been published. This report provides insight into the ownership and use of media devices and forms the basis for target group definition in NMO’s audience surveys for viewing, listening and online use.
For this edition, more than 8,000 respondents aged 13 and over were surveyed about their media consumption. Television and smartphone remain the most common devices in households, both with penetration of over 95 per cent. Ownership of smartwatches and gaming consoles has increased, while smart TVs are present in 71% and smart speakers in 26% of households.
The report also shows how daily viewing behaviour has changed over the years. People watch on-demand video more often than linear television. Paid video streamers are still gaining viewing time. Indeed, the Netherlands took out more streaming subscriptions in 2024 than the year before. On average, more than half have three or more paid streamers available on their TV screens and smartphones.
The survey alsp confirms that Netflix is the most widely used streamer followed by Videoland and Disney. The Top 10 streamewrs can be found in the chart below. Only 15.2% does not subscribe to any streamer.
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