The Netherlands: A Mature, Connected, and Increasingly Selective Audience

The streaming market in the Netherlands shows signs of consolidation. High levels of digital viewership are evident, with 87% of households accessing online content. Young adults aged 16–24 are the primary consumers, with a 96% engagement rate. However, high penetration doesn’t imply uniformity. Viewing decisions are shaped by age, device, and available content types. 

Subscription Models Thrive Over Ads

In the EMEA region, Free with Ads models dominate (69%). In contrast, the Netherlands, alongside Norway, prefers subscription-based platforms. About 81% of households opt for this model. Up to 4Q2024, they spend on average 10 hours weekly engaging with content on subscription platforms. This reflects a willingness to pay for uninterrupted experiences. Notably, 56% of households prefer paying higher prices to avoid ads.  

Global Content Dominates in The Netherlands

Around 90% of the streaming catalog in The Netherlands comes from abroad. The USA leads with over 25K titles, followed by the U.K. (+6K) and France (+4K). Local content accounts for just 5% of offerings on platforms like Netflix, Apple TV and Prime Video. This aligns with audience behavior. The Netherlands is one of EMEA’s markets with the least preference for local content. This trend is likely tied to its limited availability. Videoland stands out as the only Dutch platform in the top 5, with 26% penetration. Despite a smaller catalog (+2,7K titles compared to Netflix’s 9,5K) and a 22% higher price (USD 12.90 vs. USD 10.56), it remains competitive likely because of its localized catalogue including reality TV titles that continue to be popular between Dutch audiences. 

Age Shapes Platform and Device Choices 

Users aged 25–34 use an average of 6 platforms, while those over 55 uses only 3. The number of platforms decreases with age, with older users accessing half as many services. Platform preferences vary by age: 16–24 years: Prefer Prime Video. 25–34 years and 44+: Choose Netflix. 35–44 years: Favor YouTube. Device usage also correlates with age. While 70% of households access content on Smart TVs, younger users (16–24) prefer smartphones (58%).  

Diverse Catalogs Cater to Defined Tastes 

Platforms vary in origin and size but share dominant genres: drama and comedy. However, nuances exist: Disney+ leads in family content (+230 titles). 

Prime Video and Netflix dominate in romance (+620 and +590 titles, respectively). Videoland is competitive in romance and family content (+340 titles). Crime is the favorite genre among Dutch viewers (56%). Prime Video (+2,4K titles) and Apple TV (+2K) lead in this category. Popular crime series in Q2 2025 included Dope Thief (2025, Apple TV Original), Patience (2025), and The Breakthrough (2025, Netflix Original).  

Coming soon in The Netherlands

There are 181 different titles announced to be launched in streaming services in The Netherlands before the end of the year. The titles announced are divided between 5 platforms. Netflix has the lead in this field with 51% of the titles announced. Then Disney+ (18%), Prime Video (16%), Apple TV+ (12%) and last is HBO Max (3%). Most of the series announced will have an “all at once” release while some will bet on a weekly episode format. Among the most important releases are Lilo & Stitch (Disney+), Gen V season 2 (Prime Video) and Wednesday season 2 (Netflix).