Social media audiences in the Netherlands 2021, by social network

WhatsApp and Facebook were the most used social media in the Netherlands, both having the highest overall number of users but also seeing much daily use. WhatsApp had over 12 million Dutch users, whereas Facebook had around ten million users. The daily active users (DAU) of social media in the Netherlands like WhatsApp, Facebook, YouTube, Instagram and Snapchat increased in recent years. As of 2021, roughly 3.7 million individuals in the Netherlands used Instagram every day.

Most popular social media among Millennials in the Netherlands

WhatsApp and Facebook ranked as the most popular apps for 22-to-36-year-olds. 90 percent of the Millennials said they used the messaging app, whereas the social network reached a usage rate of 79 percent. Instagram and Snapchat, however, were more popular among respondents aged 15-19 years old.

Is social media use expected to increase or decrease?

Estimates from Statista’s Digital Market Outlook indicate that social media use in the Netherlands is believed to increase until 2024. The social media user penetration was projected roughly 70 percent that year, compared to 61 percent in 2018.