OTT Video - Netherlands | Statista Market Forecast

In the Netherlands, revenue in the OTT Video market market is projected to reach US$1.53bn in 2024.
Revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 6.30%, leading to a projected market volume of US$2.07bn by 2029.
The predominant market within this market is OTT Video Advertising, which is anticipated to have a market volume of US$799.50m in 2024.
In a global context, the highest revenue will be generated the United States, which is projected to reach US$133.70bn in 2024.
Within the OTT Video market market in the Netherlands, the number of users is expected to reach 10.3m users by 2029.
User penetration is forecasted to be 57.4% in 2024 and is anticipated to increase to 57.6% by 2029.
The average revenue per user (ARPU) in the OTT Video market market is projected to be US$150.40 in 2024.
The usage share of Videoland V2 is estimated to account for 25.0% of the Videostreaming (SVoD) market in the Netherlands for the year 2023.
In the Netherlands, the OTT video market is experiencing significant growth driven by increasing consumer demand for diverse content and flexible viewing options.

Definition:

OTT Video refers to a digital media distribution model where users can access and watch video content at their convenience, usually through an online platform or service. With VoD, users have the flexibility to choose what content they want to watch, when they want to watch it, and how they want to consume it. This allows users to stream or download video content on demand, without the need for traditional broadcasting schedules or physical media. VoD platforms typically offer a wide range of content, including movies, TV shows, documentaries, and other video content, which can be accessed and viewed instantly or stored for later viewing. VoD has become increasingly popular in recent years, offering convenience, flexibility, and a personalized viewing experience for users.

Structure:

The market consists of several markets, namely Video Streaming (SVoD), which is streaming on a subscription basis, Pay-per-View (TVoD), which is paying for digital video content and watch it online, Video Downloads (EST), which is the download of digital video content and OTT Video Advertising, which is the advertising in video streaming.

Additional Information:

The market comprises revenues, users, average revenue per user, and penetration rates. Revenues are generated through purchases and subscriptions. Market numbers for OTT Video can also be found in the video-on-demand market. Key players in the market are companies, such as Netflix, Amazon or Disney+.

Rentals as single transaction or pay-per-view (transactional VoD or TVoD)
Subscription-based services (subscription VoD or SVoD)
Digital purchases via download or permanent cloud storage (electronic-sell-through or EST)
OTT Video Advertising
Free ad-supported streaming TV (FAST) services, such as Pluto TV or Freevee

Pay-TV subscriptions (cable TV, satellite TV, IPTV, DTTV)
Physical home video (DVD & Blu-ray)
Traditional TV advertising

The OTT Video market in Netherlands is experiencing significant growth and development, driven by changing customer preferences, technological advancements, and local special circumstances.

Customer preferences: Customers in Netherlands are increasingly turning to OTT Video services for their entertainment needs. This can be attributed to the convenience and flexibility offered by these platforms, allowing users to stream their favorite movies and TV shows at any time and from any location. Moreover, the availability of a wide range of content, including local and international productions, caters to the diverse preferences of the Dutch audience.

Trends in the market: One of the key trends in the OTT Video market in Netherlands is the rise of subscription-based services. Many customers are opting for monthly or annual subscriptions, which provide unlimited access to a vast library of content. This trend is fueled by the growing number of OTT Video platforms entering the market, offering competitive pricing and exclusive content to attract subscribers. Additionally, the increasing penetration of high-speed internet and the widespread use of smartphones and smart TVs have made it easier for customers to access and enjoy OTT Video services. Another trend in the market is the emergence of local OTT Video platforms. These platforms focus on providing Dutch-language content and cater to the specific preferences of the local audience. This trend reflects the demand for localized content and the desire for a more personalized viewing experience. Local platforms also contribute to the growth of the Dutch entertainment industry by promoting and supporting local productions.

Local special circumstances: The Netherlands has a strong tradition of media consumption, with a high level of broadband penetration and a tech-savvy population. This favorable environment has created a fertile ground for the growth of the OTT Video market. Furthermore, the Dutch government has been supportive of the digital media industry, implementing policies and regulations that encourage innovation and competition. This has attracted both domestic and international players to invest in the market, leading to a vibrant and competitive landscape.

Underlying macroeconomic factors: The strong economic performance of the Netherlands plays a crucial role in the development of the OTT Video market. A stable economy and high disposable income levels enable consumers to spend on entertainment services, including OTT Video subscriptions. Additionally, the country's high internet penetration rate and advanced telecommunications infrastructure provide a solid foundation for the growth of the OTT Video market. In conclusion, the OTT Video market in Netherlands is experiencing rapid growth and development, driven by changing customer preferences, technological advancements, and local special circumstances. The rise of subscription-based services, the emergence of local platforms, and the favorable macroeconomic factors contribute to the overall expansion of the market. As the market continues to evolve, it is expected that the OTT Video industry in Netherlands will continue to thrive and offer new opportunities for both providers and consumers.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.