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US imports YouTube and Netflix, along with national broadcaster NPO, have put a bit more daylight between themselves and their competitors, among users of video-on-demand (VOD) services in the Netherlands last year.
According to a study by GfK Netherlands cited by ScreenForce (formerly Stichting Promotie Televisiereclame), 53% of internet users ages 13 and older in the country surveyed in December 2016 who used VOD services turned to YouTube for digital video content. The next most popular options—catchup service NPO Gemist and Netflix—were cited by 42% and 30% of respondents, respectively.
Those usage rates were up from a February 2016 study by Google and TNS that found 48.7% of internet users in the Netherlands ages 15 to 92, who had used a digital video service within a week of being surveyed, had used YouTube. That study had found NPO Gemist used by just under a quarter of respondents (24.4%), and Netflix by 22.4%.
Notably, the earlier study also saw Facebook used by 27.6% of respondents, but GfK’s late-year study failed to surface the social media site among its participants’ primary digital video-viewing platforms. Dumpert was also missing from the later list.
Netflix use in the Netherlands is particularly large for a country of its size. According to IHS Markit figures, the subscription VOD service’s user base in that country was the second largest in Western Europe among six countries studied—behind the UK but ahead of Germany, a country with more than four times the population.
The Netherlands is forecast to maintain its second-place position through 2020.
Forget the notion that Gen X is a small market: It isn't. The real problem for marketers is that Xers—though now earning and spending more per household than other generations—are financially stressed. The good news? Their digital usage, along with their TV viewing, makes them eminently reachable.
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