Facebook's total user base in the Netherlands reached around 10.4 million people in 2020. This number declined by over 600,000, however, between 2018 and 2019, due to several reasons. First, respondents to a 2018 survey stated that they spent less time on the social network than they used to. This was mainly due to Facebook being too time-consuming, and the Dutch preferred to spend their time differently. Second, public opinion about Facebook was more negative because of "fake news" and privacy scandals like Cambridge Analytica. Over 70 percent of Dutch survey participants in 2018 considered Facebook posts to be untrustworthy sources of information, while just two percent trusted material posted on Facebook. Distrust in the Silicon Valley company even lead popular Dutch TV host Arjen Lubach to call for people to completely quit Facebook. This #DeleteFacebook campaign in 2018 allegedly lead 240,000 users to delete their account.
Instagram, on the other hand, became increasingly popular. According to domestic sources, the online reach of Instagram (the number of online users exposed to the Instagram brand) was 9.7 million users in January 2020. Most users of the photo and video-sharing social network app could be found in the age group of 25- to 34-year-olds. The most popular Dutch influencers on the platform fit in a trend that they are either music artists or were involved in beauty or fashion.
WhatsApp, though, was the most popular social media platform in the Netherlands with over 12 million users in 2020. 89 percent of Dutch Millennials (defined as ages 22 to 36 years) indicated they actively use WhatsApp, ahead of Facebook, Instagram and Snapchat. Between 2016 and 2018, however, Dutch respondents aged 40 to 79 years old also increasingly said they use the app, indicating a popularity of the communication tool among all age groups.