This report shows the spontaneous and assisted brand awareness of video services in the Netherlands during June 2025. 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, 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. This report provides an overview of the most recent measurement (June 2025). The first three slides present brand awareness metrics, including spontaneous awareness, top-of-mind awareness, and assisted awareness. For each of these slides, the data is displayed at three levels:
- The total market
- A breakdown by gender (male and female)
- A breakdown by age groups
The slides following present historical trends, comparing the latest results with data from one and two years ago. Each historical slide shows spontaneous awareness, top-of-mind awareness, and assisted awareness in sequence. There is a slide per split: the total market, gender (male and female) , separate slides for each age group.
