E&M industry digital and non-digital ad spend in the Netherlands 2012-2023

Digital ad spend in the Dutch entertainment & media (E&M) sector is expected to be over 2.5 billion euros by 2023, with non-digital advertising forecast to decrease. The source mentions these increasing investments are due to the growing popularity of video games, esports, podcasts and live events. This increasing demand for E&M resulted in a growing advertising spend. In 2018, digitial ad spend was worth around two billion euros in the Netherlands. This was only several hundred million euros above the non-digital ad spend.

Digital and non-digital ad spending in the entertainment & media (E&M) industry in the Netherlands from 2012 to 2018, with a forecast for 2019 to 2023

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Release date

October 2019



Survey time period

2012 to 2023

Special properties

* the data for 2019 to 2023 is forecasted data; The figures have been taken from several publications.

Supplementary notes

The source mentions that the following segments are part of its definition of the "Media and Entertainment" industries:

  • revenue generated from the sale of consumer books (i.e. bought by consumers for personal use), educational books (i.e. bought by consumers or institutions for educational use) and professional books (i.e. targeted at professional users, such as legal publishing);
  • business-to-business (business-to-business media, comprising business information, directory advertising, trade magazines, professional books and trade shows);
  • cinema revenue (including box office and advertising);
  • accessing the Internet through either mobile Internet and fixed broadband;
  • spending by advertisers either through a wired Internet connection or via mobile devices;
  • consumer spend on music, including both physical and digital recorded music and live music played at concerts;
  • revenue from both circulation (consumer spend) and advertising in newspapers and consumer magazines;
  • the out-of-home (OOH) advertising market;
  • consumer spending on video accessed via an over-the-top (OTT)/streaming service (such as Netflix);
  • consumer spending on basic and premium pay-TV subscriptions, consumer spending on public licence fees where applicable, physical home video revenue; and on-demand video services via a TV subscription provider;
  • TV advertising revenue, including broadcast and online;
  • consumer spending on video games software and services (not hardware or devices) across both traditional and social/casual gaming, as well as revenue from advertising via video games. It also includes revenue from consumer and advertiser spend on esports;
  • consumer spending on VR video, VR games and VR apps.

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Statistics on "Advertising in the Netherlands"

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