Global Media Intelligence 2021: Netherlands

Noteworthy in 2021

Many older internet users, as well as those in affluent homes, still regularly consumed traditional media.

• Print and other traditional media formats proved relatively resilient in the Netherlands. In Q1 2021, 53.1% of respondents had read a print newspaper in the prior month, while 49.7% had read a print magazine. Print readership was more than 10 percentage points lower among internet users ages 16 to 34, but it remained substantially greater among those in higher-income households and older age groups.
• The average times spent daily with print media and online press titles were both unchanged from H1 2020, at 28 minutes and 39 minutes, respectively.
• Broadcast TV remained a key media experience for internet users, with average daily viewing time rivaling that of mobile, at 2 hours, 16 minutes (2:16) in H1 2021. As of Q1, just over 89% of those surveyed had watched live TV in the month prior, while 69.0% had used a channel’s catch-up or on-demand services, and more than half had recorded TV shows to watch later. Time-shifted viewing was more common among 16- to 34-year-olds, urban residents, and those in middle- and higher-income households.
• Broadcast radio also maintained an enviable reach in Q1, at nearly 82% of internet users, while time spent with radio rose marginally to 1:55 per day. Radio listening was more widespread in middle- and higher-income households, and among respondents ages 45 to 64.