Netherlands: biggest online brands 2020

Which websites and online platforms are visited the most in the Netherlands? Exact website visits are not publicly available, although roughly 87 percent of Dutch individuals visited Facebook at least once a month. YouTube and Dutch online web shop Bol.com followed with an online reach across all platforms of 86 and 79 percent respectively. Amazon plays a relatively small part in this ranking as the Netherlands has a strongly developed domestic e-commerce landscape.

WhatsApp is an important online brand in the Netherlands

WhatsApp Messenger, according to this ranking, was the fourth most visited brand in the Netherlands. The messaging app had approximately 12.4 million users in 2021 in the country. The Instant Messaging (IM) app was used not only by teenagers or Millennials: roughly 86 percent of Dutch respondents aged 40 to 64 years old also used WhatsApp Messenger.

The Dutch like to read news online

Three of the entries in this list are domestic news websites: NU.nl (in ninth place), NOS (eigth) and AD (also known as Algemeen Dagblad, sixth). The first two websites offer online-only news consumption, whilst the latter is both printed as well as online. This combination of offline and online news is common in the Netherlands. The use of Facebook for news, on the other hand, decreased between 2017 and 2018.

Biggest online brands in the Netherlands from 2014 to 2020, by audience reach

Characteristic	Dec 2014	Dec 2016	Dec 2017	Dec 2018	Dec 2019	Jun 2020
Facebook	76%	84%	83%	88%	87%	87%
YouTube	66%	80%	83%	86%	86%	86%
Bol.com	49%	58%	61%	79%	81%	79%
WhatsApp Messenger	50%	65%	0%	75%	79%	77%
Facebook Messenger	40%	57%	0%	62%	53%	68%
Instagram	20%	36%	38%	50%	57%	61%
Marktplaats	48%	56%	-	58%	-	58%
NOS	36%	50%	47%	50%	52%	52%
AD (Algemeen Daglad)	33%	40%	41%	50%	55%	51%
NU.nl	46%	51%	49%	54%	51%	51%
Twitter	34%	38%	34%	48%	50%	44%
LinkedIn	29%	35%	37%	44%	41%	42%
Spotify	16%	28%	-	41%	-	41%
AliExpress	8%	21%	29%	35%	38%	39%
Pinterest	16%	32%	32%	41%	40%	39%
Telegraaf	33%	37%	35%	46%	44%	38%
Netflix	10%	24%	29%	36%	38%	36%
Amazon	-	-	16%	-	27%	36%
Mediamarkt	17%	26%	-	31%	-	27%
NPO Start	-	-	26%	-	33%	26%
Coolblue	-	-	13%	-	29%	-
Snapchat	5%	11%	15%	17%	18%	-
ZIggo GO/TV	-	-	23%	-	30%	-
KIJK.nl	-	-	6%	-	13%	-
Videoland	-	-	5%	-	11%	-
Disney+	-	-	0%	-	18%	-

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Release date

July 2020

More information

Region

Netherlands

Survey time period

June 2020

Age group

13 years and older

Special properties

Selection of commercial brands; Net reach of all platforms

Supplementary notes

The source states that the numbers provided includes all platforms (i.e. desktop, smartphones and tablets. The monthly reach is based on "minimum one site visit or app use in the specific period".

The figures have been taken from several publications.

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