The Netherlands continues to see a significant rise in connected TV advertising, with CTV ad revenue reaching €320 million in 2026. The high penetration rate of 78% indicates widespread adoption of connected devices, driving targeted and personalized ad campaigns. This shift reflects the country's increasing preference for streaming platforms over traditional television, leading to more innovative ad formats and higher engagement rates.
Advertisers are capitalizing on the growing CTV audience, with viewers spending an average of 5.2 hours weekly watching ads on connected TVs. The engagement rate of 65% demonstrates the effectiveness of interactive and relevant advertising content. As digital literacy and device penetration grow, CTV advertising in the Netherlands is poised for continued expansion, offering brands new opportunities for consumer connection.