Netflix and video on demand in the Netherlands - Statistics & Facts

In recent years, DVD sales in the Netherlands have decreased whilst the consumption of movies and TV series has grown. As of 2013, the annual revenue of Blu-Ray discs amounted to roughly 29 million euros in the Netherlands. By 2016, this had decreased to just under 19 million euros. The revenue of video on demand (VoD), on the other hand, reached 212 million euros in 2016. This is in part because there are many subscription video on demand (SVoD) services available in the Netherlands. As of December 2017, the Netherlands had a total of 39 SVoD services. Of these, American provider Netflix was the most popular. In 2017, roughly 2.4 million households had a Netflix subscription, whereas the number of subscriptions for other providers was below 400,000. 5.6 million viewers spent approximately 85 minutes per day watching Netflix in 2017.

The television service was most popular among younger age groups. Between 2015 and 2018, the share of 13 to 34-year-olds who watched Netflix via computer, smartphone or tablet increased from 14 percent to 51 percent. On the other hand, the user penetration of Netflix among ages 55 and older reached 12 percent in 2017. With a total of nearly 500 million viewing minutes per day, Netflix is responsible for over 30 percent of the total VoD viewing minutes in the Netherlands. In a 2017 survey, 39 percent of respondents indicated they spent between five and eight hours per week streaming films and series from the media provider with six percent mentioning they "binge-watched" for more than 24 hours per week.

According to the results of a 2017 survey, a smart TV was the preferred device for streaming films and series from Netflix for 46.5 percent of respondents. Google Chromecast and Apple TV are less popular, with only 13.6 percent of all households using either a media center or dongle to watch television in 2017. The smartphone app, however, is especially popular among teenagers and Millennials in the Netherlands, reaching a penetration rate of almost 70 percent with respondents aged 12 to 19 years in 2017. Approximately four million people in the Netherlands have the Netflix app installed on their smartphone, opposed to seven million for YouTube.

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