This report shows the spontaneous and assisted brand awareness of video services in the Netherlands during the August 2024. We also look at what is top of mind. Brand awareness is an important indicator of how successful existing and new brands are in their marketing. It is an essential first step in convincing consumers to take out a subscription. The following brands are included: Amazon Prime Video, AppleTV+, Discovery+, Disney+, ESPN, Film1, HBO Max, Kijk, Netflix, NLziet, NPO, Pathé Thuis, SkyShowtime, Viaplay, Videoland, YouTube, Ziggo Sport Totaal.
Content of the report
Essentially, the report provides insight into two questions that we ask respondents. The first question is about spontaneous brand awareness. Respondents can give up to five answers. We also looked at which brand was mentioned first. This gives an indication of top of mind. The second question is about aided brand awareness. The respondent has to indicate which brands they know or recognise.
What data is included
The report shows the results for spontaneous awareness, including top-of-mind, and aided awareness. These results are broken down by market and we also look at whether there is a difference in brand awareness between men and women and by age group. The age groups are 24-35, 35-55, 55-68 and are denoted on the x-axis by 24, 35 and 55. For the age and gender split, we only show the last period, which is shown in the heading
