A new report from research firm GfK claims that Spotify now has 5.2 million monthly listeners in the Netherlands, which the firm estimates to be 36.2% of the population aged 13 and over. That’s up from 22% a year ago.
The research also suggests that Spotify is going gangbusters for younger Dutch music fans: 64% of 13-24 year-olds there are now monthly Spotify listeners, up from 46% a year ago. The report also noted that 85% of Spotify usage tracked by its study takes place on smartphones, and 15% on tablets – unfortunately, desktop usage wasn’t included in the results, which reduces their usefulness. The study doesn’t compare Spotify to other music-streaming services (bar noting that YouTube is used by 84.5% of Dutch over-13s, although that’s not a music-specific stat).
In January 2017, GfK claimed that Apple’s iOS ‘Music’ app was used by 19% of Dutch over-13s, but this included people playing their own collections. The Netherlands has been a strategically-significant market for Spotify for some time – one of the first where the company showed its freemium strategy could drive subscriptions outside Scandinavia (for more on that, check this story from Spotify and this story from our archives).