Eleven per cent of Dutch households had a Netflix subscription in Q4 2014, according to research from Telecompaper. Local streaming video services Videoland Unlimited and NLziet are much less popular, with only a fraction of the subscribers.
A quarter of all Netflix customers are still in their free trial. Nevertheless, Netflix seems well able to convert customers to a paid subscription, judging by its growing subscriber numbers. Its market share should increase further, as 6 per cent of Dutch consumers said they are interested in subscribing to Netflix within the next six months.
The figures come from a survey of 6,200 Dutch consumers aged 12-80 during the fourth quarter of 2014 by the Telecompaper Consumer Panel. The report on Dutch consumer video behaviour also found that just under half (49 per cent) of Dutch households have at least one TV connected to the Internet. This is often through a smart TV, and many connect a laptop to the TV or stream content via a Chromecast or Apple TV.
In Q4 2014, more than half the time spent watching video content was not live TV (linear broadcasting). Online video (eg YouTube) accounted for 10 per cent of viewing time and downloaded or DVD content accounted for 11 per cent.