Estimated market size of TVOD, SVOD and physical sales in Netherlands 2017-2022

In 2022, the total home video market in the Netherlands generated a revenue of 1,025 million euros, up from 844 million euros reported in the previous year. Subscription video-on-demand (SVOD) recorded the highest revenues. Netflix and YouTube were the most popular video streaming services of the country in 2022, with Disney+ already showing much promise a relatively high penetration rate in the first three years after its release.

The gap between TVOD and SVOD in the Netherlands

Noticeable in the figures shown here is the large difference between SVOD services such as Netflix and domestic player Videoland versus TVOD. Transactional video-on-demand stands for services like iTunes or Rakuten TV where customers can, for example, purchase or rent individual movies or series. These services do exist in the Netherlands. Videoland offers this as a feature on its SVOD platform and cinema operator Pathe has TVOD platform Pathe Thuis, where it offers individual purchases for newly released movies. What sets TVOD in the Netherlands apart from SVOD, however, is that Pathe Thuis and television broadcasters KPN and Ziggo do not invest directly in original content. This is where Netflix especially comes in, as Netflix originals were in high demand in the Netherlands in early 2019.

The rise of Disney+ in the Netherlands

There are more than 50 VOD platforms available in the Netherlands and one of fastest growing service is Disney+. In 2020, the daily active users of the Disney+ app in the Netherlands was higher than those of Amazon Prime or Pathe Thuis. While no data supports this, it is suspected that the service’s catalog as well as Disney originals such as “The Mandalorian” and "Wandavision" are the main drivers for the popularity of Disney+ in the Netherlands.