Video landscape 2024: Fragmentation and inflation force advertisers to make sharper choices in 2025

The Dutch video landscape is undergoing a rapid transformation. Although the big screen remains dominant, streaming is gaining ground and fragmentation is increasing. This is according to the GroupM Annual Video Report 2024, which provides an in-depth analysis of viewing habits and trends in the video market.

Big screen retains dominance, but linear viewing time falls

A key finding is that despite the high viewership figures within sports, GRP inventory is predicted to decline by around 17% for this year of sports compared to 2023. This decline, combined with inflation, calls for optimisation of media strategies and a targeted approach to target audiences. However, the big screen, despite the rise of streaming, still remains king. More than 80% of total viewing time is still spent watching television on the big screen. However, the way we watch television is changing. ‘Cord-cutting’, the cancellation of traditional TV subscriptions, is increasing, although all-in-one packages still have a large subscriber base of 7 million. At the same time, we see a clear increase in the consumption of non-broadcaster content, especially via streaming services on smart TVs and media players. This trend highlights the growing popularity of platforms such as Netflix, Videoland and Disney+.

Trend break in NMO non-broadcaster content

A side note to this upward trend is that in addition to a large increase in non-broadcaster content consumption, we also face a trend break. This is caused by the transition to the new measurement method (National Media Research, NMO). This trend break is driven by a change in the measurement method. In the previous panel, ‘non-viewing’ was selected on the display when the user was, for example, viewing images on the TV or gaming. This currently all falls within non-broadcast content and cannot be disaggregated at this stage.

Nevertheless, the general trend has been visible for some time and cannot be denied. In the next phase of the NMO, identification of non-broadcaster viewing will become possible via the route meter.

Decline in linear viewing time and rise of streaming

The shift in viewing behaviour also has an impact on linear viewing time. The report identifies a 13% drop among the key 25-54 age group. An exception to the declining trend are major sports events, such as the European Football Championship in 2024. These events actually managed to captivate a younger audience and caused a peak in linear viewing time. Catch-up TV also continues to play an important role in media consumption patterns, especially for popular entertainment programmes such as ‘Who is the Mole?’. Interestingly, the Sinterklaasjournaal is even watched back rather than consumed live by 81%(!) of viewers.

Talkshows: battleground for viewers and presenters

Talkshows remain an important part of the TV landscape and an arena for presenters. Talpa's ‘Today Inside’ has a strong position in the late-night, thanks in part to Arjen Lubach's departure from public broadcasting. The shifts in the talk show landscape, with presenters transferring to other channels, highlight the battle for viewers and talent. The public broadcaster is struggling with disappointing results for the successor to ‘The Evening Show with Arjen Lubach’.

Conclusion: in 2025 it is even more important to make sharper choices in video strategies, GroupM offers the solution with its unique, AI-driven video impact tool

The GroupM Annual Video Report 2024 highlights the dynamics - and complexity - of the video market. Fragmentation, declining linear viewing time, inflation and the rise of streaming and Connected TV (CTV) are forcing advertisers to make sharper choices to reach their target audiences in 2025. Effective video advertising requires holistic planning and optimisation, aimed at impactful reach within the available inventory. This is precisely where GroupM offers the solution: our unique, AI-driven video impact tool helps advertisers navigate the complex video landscape and make sharper choices, with the ultimate goal: maximum impact for every video euro invested.

We look confidently towards 2025 and the opportunities presented by developments such as addressable TV, partnerships with streaming services and AI-driven content creation. As your partner in video advertising, GroupM has the expertise to work with you to make the most of these opportunities and develop a successful video strategy.