Number of YouTube users in the Netherlands 2013-2023

The number of YouTube users in the Netherlands grew to roughly 9.9 million in 2023, up from 9.1 million reported in 2020 and 2021. This makes the video sharing platform one of the most popular social media in the country, surpassed only by WhatsApp.

Online video in the Netherlands

Music videos were the most popular type of content for users in the Netherlands as of the third quarter of 2022, followed by comedy, memes, and viral videos – which made platforms as YouTube and TikTok particularly popular. Approximately 17 percent of Dutch respondents reported watching influencer videos or vlogs. When it came to film and long-length video streaming, Netflix and Disney+ were the most used platforms in the Netherlands as of March 2023, with 70 percent of respondents and 45 percent of respondents reporting to subscribe to the popular SVOD services.

Mobile video in the Netherlands

As of March 2023, smartphones were the most used devices to watch online videos, followed by Smart TVs and laptops. During the COVID-19 pandemic, almost four in 10 internet users in the Netherlands reported engaging with their mobile devices to watch online videos. While this value decreased to interest around 36 percent of Dutch internet users in 2022, mobile video viewership remains higher than before the pandemic in the last measured year. In 2022, Disney+ was the highest-grossing video app in the Netherlands, generating over 10.45 million U.S. dollars from users in-app purchases. TikTok and YouTube followed, with revenues of nine million U.S. dollars and 5.5 million U.S. dollars, respectively. Netflix, which extended its new policy on password sharing to the Netherlands during the last week of May 2023, generated roughly 3.5 million U.S. dollars in app revenues during 2022.