According to the NVPI, the branch organization for music companies in the Netherlands, music streaming made up almost 64 percent of the total revenue of the Dutch music industry in 2017, reaching 108.6 million euros. Dutch consumers like to stream music digitally. The Netherlands' most popular music streaming service is Spotify. The Swedish company grew rapidly in recent years and Spotify accounted for 36 percent of streaming music subscribers worldwide in 2018. The service was founded in 2006 and introduced in the Netherlands in May 2010. Since then, the monthly reach of the Swedish brand increased with every passing year. By 2019, Spotify reached approximately 27 percent of the Dutch population.
The Netherlands does not have a clear indication for how many people actually use the music streaming service, making it difficult to find exact user numbers. The total number of Spotify users (free and paid) was expected to reach 6.2 million in the first quarter of 2018, with 3.3 million of these forecast to be paid users. This number is confirmed in a separate report, which stated that 52 percent of Spotify users in the Netherlands were subscribers. To compare these numbers: Spotify reported it had 207 million active users worldwide in 2018 with 90 million paying subscribers worldwide at the end of 2018. The net revenue made in the Netherlands on the Spotify app was highest in 2017, reaching a value of approximately three million U.S. dollars one year later.
Spotify also does not release data on the demographics of its users in the Netherlands. The closest data available comes from an annual national survey on audio behavior published by NLO (Stichting Nationaal Luister Onderzoek). In the most recent survey, all respondents said they preferred to listen to radio as their main source of music. However, respondents aged 13-34 years old preferred to use a music service such as Spotify more than other age groups. Indeed, especially Millennials (defined by NLO aged 20-34 years old) seemed to use the streaming service. The average daily reach of music streaming was 24 percent for Millennials in the Netherlands, compared to 15 percent overall. The source additionally mentions that Millennials spent 202 minutes per day on audio, which is higher than the national average of 190 minutes per day.
Apple Music and Deezer were estimated to have around 1.1 million and 800,000 users respectively as of the first quarter of 2018. What is evident, though, is that the monthly reach of Spotify is higher than its competitors. In January 2017, roughly 20 percent of 13 to 34-year-olds visited Apple Music, compared to the 36 percent who visited Spotify. Another popular way of listening to music in the Netherlands is through YouTube. In a 2018 survey, roughly 66 percent of all respondents, indicated they watched music videos on YouTube. This includes the non-Millennial age groups, people older than 37 years. When it comes to just listening to music, YouTube is even mentioned as being used more often than Spotify.