Dutch SVOD platform Videoland has quietly ended its ad‑free viewing options, meaning that even subscribers on the most expensive plans will now see commercial messages.
The change was first spotted by users on tech forum Tweakers, and updated product pages confirm the shift.
Under the new model, ads will appear for Plus and Premium subscribers only before or after a programme, or when a viewer pauses playback. The cheaper Basis tier continues to show ads during programmes. According to industry sources, pause‑ads on the higher tiers are priced at a CPM of €25 — around 25% higher than in 2025.
RTL, the parent company of Videoland, said the update is necessary to maintain investment in Dutch productions.
“In order to continue investing in high-quality, local productions, we are updating our user terms,” the company told Dutch trade magazine Emerce. “The update allows for limited commercial, sponsored, or promotional messages at times when the content is not being played.”
RTL emphasised that pause‑ads are static images, not video spots, and disappear immediately when viewers press play.
The new terms will take effect on 18 September 2026, marking a significant shift in Videoland’s business model as streaming platforms across Europe increasingly turn to advertising to offset rising content and operational costs.
