Key figures
| Platform | Users (2026) | Time Spent (Avg. min/day) |
|---|---|---|
| 9.5 million | 30 | |
| 8.2 million | 40 | |
| TikTok | 6.1 million | 48 |
| YouTube | 10.5 million | 35 |
Overview
Social media platforms are widely used in the Netherlands for staying connected, consuming content, and discovering brands. Engagement remains high, making these platforms crucial for digital marketing efforts.
Breakdown
- Total Social Media Users (2026): 13.5 million
- Average Daily Time Spent on Social Media: 42 minutes
- Social Media Ad Spend (2026): €5.7 billion
Outlook
The Dutch social media landscape is expected to maintain strong user engagement. Video content and influencer collaborations will likely continue to be popular, while social commerce features may see increased adoption as platforms integrate shopping functionalities.
Sources: industry surveys, platform filings, and modeled estimates for 2026