For the first time, streaming services have overtaken traditional TV packages in Dutch household spending.
New figures from market researcher Telecompaper show that in the first quarter of 2026, SVOD platforms such as Netflix, Videoland and Viaplay generated €301 million in revenue, a year‑on‑year increase of 10 percent. Traditional TV packages fell to €291 million, a decline of 3.5 percent.
The tipping point confirms a shift that has been visible in viewing behaviour for years: Dutch consumers not only spend more time on streaming platforms, they now also spend more money on them than on linear TV. For telecom operators, the trend is a clear signal to redesign their offerings around streaming rather than traditional channel bundles.
Providers such as Ziggo and KPN are feeling the pressure of cord‑cutting, as more households cancel their classic TV subscriptions. In response, operators are transforming from traditional TV distributors into streaming hubs, where fast broadband and fibre connections form the core of the product.
Streaming services are increasingly offered as flexible add‑ons or discounted bundles, integrated directly into the operator’s own set‑top box. This allows customers to combine multiple platforms in one interface, while operators maintain relevance in a market where linear TV continues to shrink.
The revenue crossover marks a structural change in the Dutch media landscape. Internet connectivity — rather than TV distribution — is becoming the primary business driver for cable companies. Meanwhile, streaming platforms strengthen their position as the dominant form of home entertainment, capturing both viewing time and household budgets.
