One service to rule them all
When compared to other video services available in the Netherlands, Netflix has a dominant market position. Based on the daily active users (DAU) in 2020, for example, the Netflix app was used over three times more than NPO (the freely available app from the Dutch public television organization with the same name) or Videoland (a domestic VOD service that mainly focuses on Dutch-language series and movies). Netflix’ estimated revenue in the Netherlands was also said to be significantly higher than that of Videoland.Going mobile?
Do Dutch consumers watch online video through their smartphone or not? When it comes to Netflix use, mobile devices were not the most used devices. In 2019, nearly nine out of ten Dutch Netflix subscribers watched the video streaming service on their Smart TV with an additional 24 percent using their smartphone. Google Chromecast and Apple TV were not that common in the Netherlands, with only 17 percent of all households using either a media center or dongle to watch television in 2018. The Netflix smartphone app was, however, popular among teenagers and Millennials in the Netherlands, reaching a penetration rate of almost 70 percent with respondents ages 12 to 19 years in 2017.
