Study: Netflix in a sixth of Dutch homes

Solo_TV_InHome001 NetflixNew stats suggest Netflix is now is around 1.2 million Dutch homes – around one in six households.

The study from the Telecomspaper Consumer Panel of the third quarter of this year equates to around 16.7% of all Dutch TV homes having a subscription.

The number is up on the 1.1 million – or one on seven – figure recorded for the second quarter.

Another analytics house, Digital TV Research, suggests streaming service Netflix will have 1.54 million subscribers by the year-end, around 20.8% of homes. These figures tally with the Telecomspaper numbers as Netflix traditionally has a strong fourth quarter in Europe.

Further takeaway from the new stats are that most Dutch Netflix subs have a higher-than-average incomes of around €40,000 (US$43,320), and that 43% are families with children living at home.

Meanwhile, 56% of Netflix homes have a smart TV and 75% have a tablet, and subscriber mainly watch television series.

Netflix debuted in the Netherlands in September 2013, making it one of the US-based firm’s earliest European launches alongside the UK, Ireland, Sweden, Denmark, Norway, and Finland.

A Futuresource report from January this year forecasted the service would drive an uptick in digital spending this year, with total market SVOD turnover coming in at €111 million.

This latest research comes after a reported suggested half of all Americans use Netflix to stream movies and television series.

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