Traditional media in the Netherlands - statistics & facts

Expenses in the Dutch entertainment & media (E&M) sector have traditionally been higher for non-digital industries than for digital industries. In 2019, expenses for “old school” media were expected decline further to 5.8 billion euros, whereas their digital counterparts would grow to roughly four billion euros. When looking at financial statements from different media players in the Netherlands, however, once can see two things. First, the Netherlands' media landscape is relatively concentrated, with some specific brands dominating their segment. Second, Google, Facebook and Netflix already have an impact. Their exact market size in the country is hard to estimate, however. Facebook Netherlands BV, for example, submits their figures to the parent company, which are then used as part of their financial reporting. Nonetheless, the Netherlands seems significantly digitalized as the Dutch population uses online media increasingly more often than linear TV or printed newspapers. What are the effects of this digital development on "old school" media in the Netherlands?

Television and radio: the steady ship

Up until the coronavirus pandemic, Dutch television consumption declined for several years in a row before stabilizing in 2019. This decline was mostly caused by a decrease in TV viewing time amongst Gen Z and especially Millennials. Between 2017 and 2019, 20-to-34-year-olds spent nearly 40 minutes less watching linear television. Opposite from this are older age groups, such as 50-to-64-year-olds who watched for over three hours in both 2017 and 2019. This age difference is, to an extent, also observed when looking at radio. Respondents who 35 years or older in 2018 listened between one or 1.5 hours more live radio than younger respondents. The share of people who listened to radio on a daily basis, however, grew somewhat between 2020 and 2018.

Print media: adopting

Offline print media is significantly larger than their digital variants in the Netherlands. The market revenue for printed books, for example, was forecast to increase in upcoming years. This was different for newspapers and magazines, however, as their circulation was expected to decline further. The annual revenue of printed newspapers in the Netherlands was over 670 million euros in 2018, but forecast to decrease by more than seven percent up until 2020. Adopting digital media, and combining it with print, as become more important in recent years. Six percent of 13-to-37-year-olds, for example, only used paper sources when consuming news. This same percentage was around 15 percent within the age group of 50-64 years.

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Traditional media in the Netherlands

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