The Dutch media market is characterised by a diverse public broadcasting system, a range of commercial broadcasters, a highly concentrated print sector, and a growing number of online-only players.

Overview of key findings

By Joëlle Swart and Marcel Broersma
Centre for Media and Journalism Studies, University of Groningen

Dutch news organisations, both established brands and new players, are increasingly focusing on digital innovation. A variety of initiatives, ranging from De Correspondent (online quality news via subscription), Blendle (new aggregated distribution channel), and De Coöperatie (organising freelance journalists), are experimenting with new models for journalism in a digital era. At the same time, traditional media such as newspapers and television have to balance making money via their declining but still profitable offline products with moving their brands to online.

Dutch newspapers continue to face declining print circulations; only national quality papers de Volkskrant and Trouw managed to grow. The largest popular newspaper in the Netherlands, De Telegraaf, is struggling financially and has reduced its editorial staff, although it still remains one of the most important news brands in the country both online and offline. As a result of the decreasing revenues, we see a growing concentration of media ownership. In 2015, Belgian publishing house De Persgroep bought regional newspaper chain Wegener, and therefore now owns 45% of the newspaper market, with the Telegraaf Media Groep holding 35.2% of the market share. ¹ Audience interest in start-ups initiated by traditional publishing houses, such as Mindshakes (NRC), Sportnieuws.nl (AD) or Paper (De Persgroep), remains low.

Because online advertisements yield little revenue – even though ad-blockers have not taken off to the same extent as in other countries – news publishers are seeking alternative sources of income. Blendle’s email newsletter generates micropayment sales, Yournalism allows journalists to use crowdfunding to support their reporting, and De Correspondent relies on yearly membership fees. Yet only a minority of Dutch news users spend money on news content: 88% did not pay for access to online news content in the last year.

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