A data profile of the people who buy, follow and care about Netherlands in Netherlands — modelled from more than twelve digital signal sources. Netherlands has an estimated audience of 8,797,365 people in Netherlands.
The average Netherlands fan in Netherlands is 44.0 years old, more female, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include Online shopping, HEMA, Bol.com, with strongest over-indexing on Online shopping (1.55× the country average).
Demographically, the Netherlands audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Urban Lifestyle, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Netherlands fan in Netherlands is more female, around 44.0 years old, with strong Urban Lifestyle tendencies and a notable affinity for Online shopping.
The key figures that characterise the Netherlands profile in Netherlands.
55.3% are female, 44.7% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 55.3% |
| Male | 44.7% |
| Average age | 44.0 |
| Estimated audience size | 8,797,365 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Netherlands audience comes from Netherlands.
| Country | Share |
|---|---|
| Netherlands | 13.1% |
| Germany | 8.4% |
| United States | 7.7% |
Where the Netherlands audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North Holland | ~2.5M | 2.35× | |
| 02 | Zuid-Holland | ~3M | 1.44× | |
| 03 | Flevoland | ~300K | 1.43× | |
| 04 | Utrecht | ~800K | 1.09× | |
| 05 | North Brabant | ~1.5M | 1.00× | |
| 06 | Limburg | ~500K | 0.85× | |
| 07 | Gelderland | ~900K | 0.83× | |
| 08 | Groningen | ~200K | 0.72× | |
| 09 | Overijssel | ~400K | 0.71× | |
| 10 | Zeeland | ~100K | 0.60× | |
| 11 | Friesland | ~200K | 0.59× | |
| 12 | Drenthe | ~200K | 0.59× |
The strongest cross-interests of the Netherlands audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pull&Bear | Fashion & Accessoires | 1.83× | ||
| 02 | HEMA | Shopping | 1.66× | ||
| 03 | Loavies | Fashion & Accessoires | 1.63× | ||
| 04 | Isabel Marant | Fashion & Accessoires | 1.62× | ||
| 05 | Huizen | Travel & Leisure | 1.62× | ||
| 06 | Pay television | Movies & TV | 1.60× | ||
| 07 | Home Interiors | Home & Garden | 1.58× | ||
| 08 | Radio 2 (Netherlands) | Music & Radio | 1.57× | ||
| 09 | Online shopping | Shopping | 1.55× | ||
| 10 | Bol.com | Shopping | 1.55× | ||
| 11 | Vacation rental | Travel & Leisure | 1.55× | ||
| 12 | Scrapbooking | Kids & Family | 1.55× | ||
| 13 | Loods 5 | Home & Garden | 1.54× | ||
| 14 | Gerard Joling | Music & Radio | 1.54× | ||
| 15 | About You | Shopping | 1.54× | ||
| 16 | Summer house | Travel & Leisure | 1.53× | ||
| 17 | Home Interior Design | Home & Garden | 1.52× | ||
| 18 | Ibiza | Travel & Leisure | 1.52× | ||
| 19 | Day care | Health | 1.51× | ||
| 20 | Nuclear family | Kids & Family | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.15× | |
| Individualism | JOY | 1.12× | |
| Design Affinity | PREMIUM | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.89× | |
| Healthy Lifestyle | BALANCE | 0.99× | |
| Need for Security | CONSERVATISM | 1.00× |
Netherlands has an estimated audience of 8,797,365 people in Netherlands, concentrated in Zuid-Holland and North Holland.
55.3% of Netherlands fans are female, 44.7% are male, with an average age of 44.0 years.
Netherlands fans show strongest brand affinity for Online shopping (1.55×), HEMA (1.66×), and Bol.com (1.55×) over the country average.
Netherlands fans in Netherlands are most concentrated in Zuid-Holland (reach ~3M), North Holland (reach ~2.5M), and North Brabant (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Netherlands itself, the audience over-indexes on HEMA (1.66×), Bol.com (1.55×), Home Interior Design (1.52×), and Home Interiors (1.58×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands who actively search for Netherlands. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Netherlands. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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