The media landscape in the Netherlands is changing. With the advent of the internet and especially social media, the time that Dutch people watch television is falling. Mainly among people under 50 years of age. For people above 50 this remains the same.

The Dutch are nowadays mostly online. Not only the young people but also more and more older people are active on social media. In addition, Facebook is still the most important channel, but Instagram in particular is quickly emerging in the Netherlands.

That online and social media are becoming increasingly important can also be seen in the research below on the use of media budgets in the Netherlands.