Traditional TV & Home Video - Netherlands

In the Netherlands, revenue in the Traditional TV & Home Video market market is projected to reach US$2.38bn in 2024.
Revenue in this market is expected to show an annual growth rate (CAGR 2024-2029) of -1.26%, leading to a projected market volume of US$2.24bn by 2029.
The average revenue per user (ARPU) in the Netherlands is expected to amount to US$191.80.
In a global context, the majority of revenue will be generated the United States, with an anticipated figure of US$146.60bn in 2024.
The number of TV viewers in the Netherlands is expected to reach 12.6m users by 2029.
User penetration in the Traditional TV & Home Video market market in the Netherlands is anticipated to be at 70.4% in 2024.
Furthermore, the average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in the Netherlands is projected to amount to US$191.80 in 2024.
In the Netherlands, the traditional TV and home video market is experiencing a shift as streaming services increasingly dominate consumer preferences and viewing habits.

Definition:

The Traditional TV and Home Video market involves the distribution and consumption of audiovisual content through conventional broadcast television channels and physical media formats like DVDs and Blu-ray discs. It encompasses the production, broadcasting, and viewing of television programs, movies, and other video content within households. Additionally, the market includes advertising placements within television programming and the collection of public TV Licence fees to support public service broadcasting networks, contributing to the diverse landscape of content delivery and revenue generation within the industry.

Structure:

The traditional TV and home video market comprises several key components, including pay TV services, physical home video sales, traditional TV advertising, and public TV Licence fees. Pay TV services involve subscription-based access to premium television channels and content, often delivered through cable, satellite, or internet-based platforms. Physical home video sales encompass the distribution of movies and TV shows on DVDs, Blu-ray discs, and other physical media formats for consumer purchase or rental. Traditional TV advertising involves the placement of commercials within broadcast television programs, generating revenue for broadcasters and advertisers alike. Public TV Licence fees refer to the mandatory charges imposed on households to fund public service broadcasting networks and channels. Together, these elements form the backbone of the traditional TV and home video market, catering to diverse viewer preferences and consumption habits.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases. Key players in the market are companies, such as NBCUniversal, CBS Corporation, and The Walt Disney Company.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Physical home video such as DVD & Blu-ray sales
Traditional TV advertising such as commercial breaks
Public TV license fees such as BBC License in the UK and the Rundfunkbeitrag in Germany

OTT (Over-the-top content) services such as Netflix, Hulu, iTunes, and Pluto.tv
Public license fees collected in the form of a tax such as income tax in the Nordic countries
DVD & Blu-ray rental

The Traditional TV & Home Video market in Netherlands has been experiencing significant developments in recent years. Customer preferences have shifted towards streaming services and online platforms, leading to a decline in traditional TV viewership. Additionally, the rise of smart TVs and mobile devices has further contributed to the changing landscape of the market.

Customer preferences: In the Netherlands, customer preferences have been shifting towards streaming services and online platforms for TV and home video content. The convenience and flexibility offered by these platforms, such as on-demand viewing and access to a wide range of content, have attracted a growing number of consumers. This shift in preferences has led to a decline in traditional TV viewership and a decrease in the sales of physical home video formats.

Trends in the market: One of the key trends in the Traditional TV & Home Video market in the Netherlands is the increasing popularity of streaming services. Platforms like Netflix, Amazon Prime Video, and Disney+ have gained a strong foothold in the market, offering a vast library of TV shows, movies, and original content. The convenience of streaming services, with the ability to watch content on multiple devices and without the need for physical media, has resonated with consumers. Another trend in the market is the rise of smart TVs and mobile devices. With the increasing affordability and accessibility of smart TVs, more households in the Netherlands are equipped with these devices, enabling seamless access to streaming services and online content. Additionally, the widespread use of smartphones and tablets has further contributed to the growth of online video consumption.

Local special circumstances: The Netherlands has a highly developed digital infrastructure, with a high internet penetration rate and widespread availability of high-speed broadband connections. This has facilitated the adoption of streaming services and online platforms for TV and home video content. The country also has a tech-savvy population, which has embraced new technologies and digital innovations.

Underlying macroeconomic factors: The growth of the Traditional TV & Home Video market in the Netherlands is also influenced by underlying macroeconomic factors. The country has a strong economy and high disposable income levels, allowing consumers to invest in digital entertainment services and devices. Additionally, the Netherlands has a high standard of living and a culture that values convenience and efficiency, which aligns with the attributes offered by streaming services and online platforms. In conclusion, the Traditional TV & Home Video market in the Netherlands is experiencing a shift in customer preferences towards streaming services and online platforms. The convenience, flexibility, and wide range of content offered by these platforms have attracted a growing number of consumers. The rise of smart TVs and mobile devices has further contributed to the changing landscape of the market. The Netherlands' highly developed digital infrastructure, tech-savvy population, and strong economy are underlying factors driving the growth of the market.

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 segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment 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 segment 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 segment. 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.