Most popular video-on-demand services in the Netherlands 2015-2024, by user share

The streaming landscape in the Netherlands has evolved significantly, with YouTube and Netflix dominating the market in 2024. According to a survey, over half of Dutch respondents used YouTube for video streaming, while Netflix maintained a strong presence with a 46 percent penetration rate. The rise of local providers, such as NPO Start/Plus and Videoland, demonstrates the growing competition in the Dutch streaming market.

Rapid growth in video streaming spending

The popularity of streaming services is reflected in the substantial increase in consumer expenditure on digital OTT video in the Netherlands. In 2023, total spending reached over one billion euros, marking a growth from previous years. The overall home video market in the Netherlands generated a revenue of 1.06 billion euros in 2023, with subscription video-on-demand (SVOD) services recording the highest revenues.

Netflix leads in subscriptions, but competition intensifies

As of the end of 2023, Netflix maintained its dominant position in the Dutch VOD market, with approximately 3.6 million household subscriptions. However, the landscape is becoming more competitive with the rise of other services. Disney+ has shown remarkable growth since its launch, quickly becoming a popular streaming alternative in the country. The introduction of ad-supported tiers by services like Videoland has also sparked interest among Dutch consumers, with over half of respondents expressing interest in this offering. This market dynamic suggests that while Netflix remains the leader, other players are gaining ground and reshaping the streaming ecosystem in the Netherlands.