Number of Facebook users in the Netherlands 2013-2021

After a dip in user numbers in 2019 due to public scandals and privacy concerns, more than ten million people in the Netherlands used Facebook in 2021. This makes the social network one of the most popular social media platforms in the country. WhatsApp and Facebook remain the most popular online social platforms in the Netherlands, with more than ten million users each.

Which demographic uses Facebook the most?

Facebook being the most widely used network, it is interesting to see which part of the Dutch population is most impacted by it. As of 2021, there is a slight majority of women using the platform In terms of demographic groups, Millennials were the most present generation on Facebook, accounting for approximately 25 percent of Facebook users in the Netherlands.

Facebook penetration rate

In line with the overall industry shift to mobile social media usage, Facebook access via computer has decreased steadily since 2017 as more Dutch users have started visiting the platform via mobile devices. It is estimated that by 2025 the Facebook usage penetration among the Dutch population will increase to about 62 percent. Thanks to this meaningful use of social networks, advertising spending on social networks in the Netherlands has been steadily growing in recent years, with an expenditure of 262 million U.S. dollars planned for mobile advertising in 2025.