Are you seeing digital channels outperforming like never before, while your TV or print campaigns lose their impact? You are not alone. In 2024, the Dutch advertising market grew by 9.5% to €6.7 billion. Most of the growth comes from Digital Pure Players (DPP) such as social media and online platforms, accounting for €5.0 billion (+13.2%). Traditional media companies (TMO) remained stable at €1.8 billion.
Digital dominance strengthens position in the advertising market
The Netherlands is the 15th largest advertising market in the world, with an average expenditure of $417 per inhabitant. This is well above the global average of $160. Retail leads the list in terms of spending, followed by Media & Entertainment and Telecom. Further growth is expected by 2025. DPP is projected to rise by 8.7% to €5.4 billion. Social media continues to be the fastest-growing segment. TMO is expected to remain stable, although television and print are expected to decline further. Audio and out-of-home (OOH) may still show slight growth.
What this means for companies
Streaming services are changing the media landscape. Subscription models with advertisements are being introduced by HBO Max, Disney+, SkyShowtime, and soon also Prime Video. Netflix, although the market leader, is cautious about advertisements. Viaplay has extended its Formula 1 rights in the Netherlands until 2029. This type of live sports remains attractive to advertisers seeking quick reach.
The figures indicate that companies need to align their strategies with the changing media consumption. Digital channels provide rapid reach, but traditional media can also remain relevant, provided they adapt to new formats and consumer behavior. The market offers opportunities for those who can flexibly respond to platform, content, and context.
External influences and limitations
The Dutch economy is expected to grow by 1.4% in 2025, slightly above the EU average. Inflation will remain limited to 2.8%. However, vigilance is necessary. Trade tariffs from the US may have an indirect effect on our market.
Additionally, the municipality of The Hague is taking an important step. There is a ban on advertisements for fossil fuels and CO2-intensive services in public spaces. This particularly affects OOH campaigns from companies in the automotive, aviation, and transport sectors.
Market insights
According to Aschwin de Bruijn, Managing Director of Magna and Head of Contracting at IPG Mediabrands Netherlands, the advertising market is "dynamic and resilient." Digitalization continues to advance. At the same time, there are opportunities for traditional media that adapt. Live sports and ad-supported streaming are, in his view, significant areas of growth.