Most visited online brands in the Netherlands 2018, by monthly reach

Which websites and online platforms are visited the most in the Netherlands? Exact website visits are not publicly available, although roughly 88 percent of Dutch individuals visited Facebook at least once a month. YouTube and Dutch online web shop followed with an online reach across all platforms of 86 and 79 percent respectively. Amazon is not a part of this ranking as the Netherlands has a strongly developed domestic e-commerce landscape. Google products also have a high reach in the country.

WhatsApp is an important online brand in the Netherlands

WhatsApp Messenger, according to this ranking, was the seventh most visited brand in the Netherlands. The messaging app had approximately 11.5 million users in 2018 in the country. The Instant Messaging (IM) app was used not only by teenagers or Millennials: roughly 86 percent of Dutch respondents aged 40 to 64 years old also used WhatsApp Messenger.

The Dutch like to read news online

Three of the entries in this list are domestic news websites: (in 11th place), NOS (12th) and AD (also known as Algemeen Dagblad, 13th). The first two websites offer online-only news consumption, whilst the latter is both printed as well as online. This combination of offline and online news is common in the Netherlands. The use of Facebook for news, on the other hand, decreased between 2017 and 2018.

Most visited online brands in the Netherlands as of December 2018, by monthly reach*

Monthly reach
Google (excl YT)92.4%
Google Search87.3%
Google Maps77.4%
WhatsApp Messenger74.7%
Facebook Messenger62.6%
Google Play49.5%
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Release date

January 2019



Survey time period

December, 2018

Age group

13 years and older

Special properties

selection of commercial brands; netto reach of all platforms

Supplementary notes

* The source states that the numbers provided includes all platforms (i.e. desktop, smartphones and tablets. The monthly reach is based on "minimum one site visit or app use in the specific period".

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Statistics on "Media usage in the Netherlands"

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