The report analyses Smart TV ownership, usage, purchase motives, brand shares, and satisfaction across Dutch households. This report answers key questions about the consumer Smart TV market in the Netherlands. It provides insights into the installed base, such as age of the TV, how it is connected. The reports also looks at purchase reasons and intentions as well as viewing behaviour, such as frequency, type of content and type of apps used.
Summary
76% of Dutch consumers with a TV, own a smart TV, with usage and preferences varying by age, income, and household type. Most TVs are in the living room, connected via Wi Fi, and satisfaction is high. Samsung leads the market; Netflix dominates app use. Viewing habits differ by generation, with older users favouring live TV and younger ones preferring streaming. Many plan to upgrade their Smart TV within three years, driven by screen size and image quality.
Table of Contents
This report spans just over 30 pages and offers both breadth and depth. It combines a high-level market overview with detailed breakdowns on ownership, usage, purchase drivers, and app preferences. The structure allows readers to quickly grasp key market trends while also diving into granular insights such as household differences, brand loyalty, and evolving viewing behaviours.
- Methodology
- Market summary
- Installed Base
- Smart TV / Why no Smart TV
- Age of TV
- Connected WiFi or Wired
- No Smart TV
- Brand / NPS
- Screen size
- Purchase
- Reasons
- Intention
- Use / Viewing behaviour
- Frequency of use during the week
- Minutes per day
- Use STB or TV
- Screen size preference
- Type of content versus device
- Type of application
- Which video apps
- Most important video apps
- Installation of app
- How Smart TV is used
- Use / Viewing behaviour
Why should you buy this report?
This report will be of interest to anyone focused on consumer behaviour, media consumption, and technology in Dutch households. For manufacturers and retailers, it provides valuable insight into purchasing and replacement intentions, brand preferences, and differences across demographic groups. For media companies and streaming platforms, it highlights how viewing habits and app usage are evolving, and which services dominate. Policymakers, researchers, and advertisers will also benefit, as the findings show how age, income, and household type shape Smart TV adoption and use, creating clear opportunities for market segmentation and targeted strategies.
