More Dutch households take multiple streaming subscriptions than a single streaming service, according to the latest research by Telecompaper. With fewer subscribers taking just Netflix, there may still be room for new entrants, such as Viaplay and HBO Max arriving in 2022.
In total, 27 percent of Dutch consumers subscribed to two or more streaming video services in the third quarter of 2021, according to the latest edition of the 'Video Behaviour of Dutch Consumers' report from Telecompaper. Another 24 percent take just one streaming subscription, while the share who do not subscribe to any SVOD service fell to 49 percent.
For the first time, over half of Netflix subscribers also took another streaming service. This suggests consumers see room for more content than just Netflix, increasing the changes of success for new services on the market.
The report also looks at premium TV services such as Ziggo Sport Totaal. The sports service known for its F1 coverage reached a market share of 12 percent in Q3, just behind the premium football service ESPN Eredivisie with 13 percent.
Ziggo Sport Totaal is relatively more popular with young people, counting a 20 percent share among 16-25 year-olds and 15 percent of the 25-35 age group. Only 7 percent of people over 67 subscribe to the service. Its biggest income group is EUR 50,000 to 80,000, with a 17 percent share.
The future of Ziggo's sports service is uncertain, after it lost the F1 rights to Viaplay from next year. Viaplay also has the Premier League rights and plans to launch in the Netherlands in March 2022, at a cost of EUR 14 per month. Ziggo and KPN will distribute the service on their networks.
The above figures are based on the Video Behaviour of Dutch Consumers 2021 Q3 report from Telecompaper. Data comes from the Telecompaper Consumer Insights Panel and a survey conducted in Q3 among 12,000 people. Panel participants are aged 16-80, and results are stratified based on age, gender and education. For more information, please contact, research@telecompaper.com.
