Market Insights Advertising & Media Advertising

TV & Video Advertising - Netherlands

Netherlands

Ad spending in the TV & Video Advertising market in Netherlands is forecasted to reach US$1.72bn in 2024.
The largest market is Traditional TV Advertising with a market volume of US$0.93bn in 2024.
When compared globally, the United States is expected to lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$63.30 in 2024.
By 2029, the number of TV Viewers in Netherlands is anticipated to reach 14.80m users.
The Netherlands sees a shift towards programmatic buying in TV & Video Advertising, driving more targeted and efficient ad placements in the market.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Netherlands is experiencing significant growth and development.

Customer preferences: In recent years, there has been a shift in customer preferences towards digital and online platforms for consuming TV and video content. With the increasing availability of high-speed internet and the rise of streaming services, more and more viewers are opting for on-demand content rather than traditional linear TV. This change in customer preferences has led to a surge in digital advertising, as advertisers seek to reach their target audience through online channels.

Trends in the market: One of the key trends in the TV & Video Advertising market in Netherlands is the growth of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space in real-time, using data and algorithms to target specific audiences. This trend is driven by the increasing availability of data and advanced targeting capabilities, which enable advertisers to deliver personalized and relevant ads to consumers. Programmatic advertising not only improves the efficiency and effectiveness of ad campaigns but also offers better measurement and analytics, allowing advertisers to optimize their strategies. Another trend in the market is the rise of connected TV (CTV) advertising. CTV refers to the streaming of TV content through internet-connected devices such as smart TVs, gaming consoles, and streaming devices. As more households in Netherlands adopt CTV, advertisers are recognizing the potential of this platform to reach a highly engaged and targeted audience. CTV advertising offers the benefits of traditional TV advertising, such as large screens and high-quality content, combined with the targeting capabilities and interactivity of digital advertising.

Local special circumstances: The TV & Video Advertising market in Netherlands is influenced by the country's strong digital infrastructure and high internet penetration rate. Netherlands has one of the highest internet penetration rates in Europe, with a large percentage of the population having access to high-speed internet. This has created a favorable environment for the growth of digital advertising, as more consumers are connected and engaging with online content. Furthermore, Netherlands is known for its tech-savvy population, who are early adopters of new technologies and platforms. This has contributed to the rapid adoption of streaming services and digital platforms for consuming TV and video content. Advertisers in Netherlands need to cater to the preferences and behaviors of this tech-savvy audience, which requires a strong digital strategy and a focus on personalized and targeted advertising.

Underlying macroeconomic factors: The growth and development of the TV & Video Advertising market in Netherlands are also influenced by underlying macroeconomic factors. The country's stable economy and high disposable income levels contribute to a strong advertising market. Advertisers have the financial resources to invest in TV and video advertising campaigns, driving the overall growth of the market. Additionally, the competition in the TV & Video Advertising market in Netherlands is intensifying, with both domestic and international players vying for a share of the market. This competition is driving innovation and pushing advertisers to adopt new technologies and strategies to stay ahead. As a result, the market is expected to continue its growth trajectory in the coming years, with more advertisers embracing digital and online platforms for their advertising campaigns.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.