Social media advertising in the Netherlands

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Statista Dossier on social media advertising in the Netherlands

With social media now an important part of people's daily routines in the Netherlands, can marketers take advantage of these opportunities? This dossier aims to provide an overview of digital advertising, with a large focus on social media, including:
  • Market size;
    How much money is spent on online advertising in the Netherlands?
  • Reach;
    Which social media apps reach the most people in the country?
  • Audience;
    Which social media should you target to reach, for example, Gen Z and Millennials?
  • Biggest influencers;
    A look at the most followed and most popular social media accounts from the country. Includes Facebook, Instagram, YouTube, Twitch and Twitter.
  • Curated video;
    A trend that Dutch marketers are increasingly making use of, and plan to use more in the near future.
  • Programmatic advertising;
    A large part of online advertising in the Netherlands is sold via programmatic exchanges.

Table of contents

  • 1. Market size
    • Digital ad spend in the Netherlands 2010-2018

    • Digital display ad spend in the Netherlands 2015-2018

    • Mobile display ad spend in the Netherlands 2015-2018

    • Online video ad spend in the Netherlands 2015-2018

    • Social media penetration in the Netherlands 2020, by social network

  • 2. Reach
    • Leading online brands based on reach in the Netherlands 2019

    • Reach of Facebook in the Netherlands 2017-2020, by device

    • Reach of YouTube in the Netherlands 2017-2020, by device

    • Reach of WhatsApp in the Netherlands 2017-2020, by device

    • Reach of Instagram in the Netherlands 2017-2020, by device

    • Reach of LinkedIn in the Netherlands 2017-2020, by device

  • 3. Audience
    • Facebook user distribution in the Netherlands 2020, by age group and gender

    • Instagram user distribution in the Netherlands 2020, by age group and gender

    • Most popular social media platforms for Generation Z in the Netherlands 2020

    • Most popular social media platforms for Millennials in the Netherlands 2020

    • Most popular social media platforms for Generation X in the Netherlands 2020

    • Most popular social media platforms for Baby Boomers in the Netherlands 2020

  • 4. Biggest influencers
    • Most-liked celebrities on Facebook from the Netherlands 2020

    • Most popular Netherlands-based influencers on Instagram 2019

    • Most subscribed YouTubers from the Netherlands 2020

    • Revenue from most subscribed YouTubers in the Netherlands 2020

    • Most popular Twitch streamers from the Netherlands 2020

    • Most-followed celebrities on Twitter from the Netherlands 2020

  • 5. Curated video
    • Use of online video among marketers in the Netherlands 2014-2019

    • Frequency of social video use among marketers in the Netherlands 2017-2019

    • Expectancy of social video use among marketers in the Netherlands 2017-2019

    • Frequency of instructional videos use among marketers in the Netherlands 2017-2019

    • Expectancy of instructional videos use among marketers in the Netherlands 2017-2019

  • 6. Programmatic advertising
    • Programmatic advertising market revenue in the Netherlands 2012-2019

    • Total programmatic ad impressions sold in the Netherlands 2013-2018

    • Average price of programmatic ad impressions sold in the Netherlands 2013-2018

    • Programmatic advertising exchange platforms in the Netherlands 2014-2018

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