The Netherlands is experiencing rapid growth in CTV advertising, with total spend reaching €620 million in 2026. This reflects a significant shift from traditional TV to digital platforms, driven by increasing consumer adoption of smart TVs and streaming services. The market share of CTV ads now accounts for 45% of digital advertising, indicating its dominance in the country's media landscape.
With approximately 8.2 million CTV users, advertisers are focusing on personalized, targeted campaigns to reach this engaged audience. The average annual spend of €75 per user underlines the effectiveness of CTV platforms for brands. The surge in over 12,500 active campaigns highlights the competitive and innovative nature of the Dutch digital advertising ecosystem.