YouTube in the Netherlands - statistics & facts

An international influence

A noticeable feature of Dutch YouTubers is their international orientation. Make-up artist NikkieTutorials, Moroccan-Dutch beauty vlogger Meryem van Os-Karin and Iranian-Dutch gamer Atro are examples of YouTubers who do not produce videos in Dutch. Additionally, electronic music ranked among the most popular YouTube channels from the Netherlands. "Dutch Dance" was very popular in 2020, with high subscriber figures for the YouTube channels of DJs Hardwell, Tiësto and Armin van Buuren as well as music labels Spinnin’ Records Armada Music. This international character comes back in a similar list for Dutch Instagram channels, in which the four most-followed influencers were not necessarily just aiming for the Dutch market alone. There is little data on whether the Dutch watch vlogs. In 2018, roughly 21 percent of survey respondents indicated they watched these online videos on YouTube. Gen Z respondents, however, showed a significantly higher interest in vlogs than their older counterparts.

Dance to the music

YouTube is a popular way for the Dutch to listen to music, with a penetration rate close to that of Spotify in the Netherlands. Dutch consumers also used YouTube more often for music, as listening time increased between 2017 and 2018. Whether these figures include YouTube Music, Google’s expanded variant of YouTube’s music activities, remains to be seen. This service launched in May 2018 in several countries but arrived in August 2018 in the Netherlands. Since its initial launch, downloads of the YouTube Music app seem to have gradually declined.

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