Mobile, streaming, and AI are shaping the digital evolution of media consumption
Media habits in the Netherlands continue to move further into the digital realm, according to the NMO Mediatrends 2025 report. The study provides insights into ownership and usage of devices for consuming media, and how these behaviours are evolving. As such, Mediatrends serves as a valuable source and a strong foundation for developing well-informed media strategies. The 2025 edition highlights an ongoing shift toward digital usage, with devices, platforms, and content becoming increasingly interconnected.
A growing share of media consumption now takes place via mobile devices, streaming services, and on-demand platforms. Younger generations are driving the growth of online video and audio, while older audiences tend to combine digital channels with more traditional ones. Print media remains relevant, though it is increasingly complemented by digital formats. At the same time, the use of multiple platforms is becoming more common, with consumers subscribing to and using several services simultaneously. Infrastructure is also evolving: in 2025, fibre optic connections have, for the first time, larger than cable as the primary means of delivering television signals.
Growth of AI usage
One notable trend is the rapid growth in AI usage. The percentage of people in the Netherlands who use AI applications daily has increased from 8% to 18%, with those aged 20 to 34 leading the way. This increase indicates that AI is quickly becoming an integral part of everyday digital media use.
A flexible and mobile media landscape
Overall, the findings show that the Dutch media landscape is increasingly centred around digital and mobile experiences. Devices, platforms, and content are more integrated than ever. Younger audiences continue to lead in online video and audio consumption, while older groups more often stick to a mix of digital and traditional media.
About NMO
The "Nationaal Media Onderzoek" (NMO) provides insight into what people in the Netherlands read, watch, and listen to across all media, platforms, and devices. NMO delivers the datasets and industry standards used throughout the entire media sector. It does so through a series of measurements that together form a “audience measurement architecture,” designed to develop cross-media datasets.
NMO was established and is funded by a collaboration of commercial and public media organizations, media agencies, and advertisers, and remains open to new participants in the market. Its Joint Industry Committee (JIC) structure ensures that all stakeholders contribute to its success. Together, they generate deeper insights into media reach in the Netherlands and help drive innovation across the industry.
