Subscription-based streaming platforms have generated more revenue in the Netherlands than traditional television subscriptions for the first time in history. According to a quarterly report by market research firm Telecompaper, video-on-demand streaming services generated over 301 million euros in revenue during the first quarter of 2026, marking a 10 per cent increase compared to the previous year. Meanwhile, traditional basic television packages experienced a 3.5 per cent decline, dropping to 291 million euros in sales.
Revenue surges following platform price adjustments
The market shift follows substantial price hikes implemented by major platforms, most notably market leader Netflix, which adjusted its Dutch subscription rates by one to two euros per month. This strategic move expanded Netflix’s share of the total Dutch television and video market to over 15 per cent, securing its financial dominance despite sharper user growth reported by competing local and international platforms like Videoland and HBO Max.
Television providers adapt to a shrinking subscriber base
As traditional providers face a steady annual decline in television connections, the overall consumer TV and video market grew by a modest 1 per cent. To combat declining subscriber numbers and ease pressure on revenue streams, prominent market leaders Ziggo and KPN are increasingly pivoting toward premium live content. In an effort to retain consumers, Ziggo expanded its digital package to include premium sports channels, though the inclusion of additional sports networks will cost certain subscribers an extra fee of 2.50 euros per month.
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