A data profile of the people who buy, follow and care about Social media in Netherlands — modelled from more than twelve digital signal sources. Social media has an estimated audience of 5,923,255 people in Netherlands.
The average Social media fan in Netherlands is 45.1 years old, balanced, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include Instagram, YouTube, Online shopping, with strongest over-indexing on Instagram (1.53× the country average).
Demographically, the Social media audience skews balanced with an average age of 45.1, and over-indexes on personality traits such as Travelling, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Social media fan in Netherlands is balanced, around 45.1 years old, with strong Travelling tendencies and a notable affinity for Instagram.
The key figures that characterise the Social media profile in Netherlands.
54.9% are female, 45.1% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 54.9% |
| Male | 45.1% |
| Average age | 45.1 |
| Estimated audience size | 5,923,255 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 17% | |
| 40-49 | 23% | |
| 50+ | 36% |
of the worldwide Social media audience comes from Netherlands.
| Country | Share |
|---|---|
| United States | 19.1% |
| India | 5.9% |
| Brazil | 4.5% |
Where the Social media audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North Brabant | ~1M | 1.18× | |
| 02 | Overijssel | ~500K | 1.14× | |
| 03 | Gelderland | ~800K | 1.12× | |
| 04 | Friesland | ~200K | 1.06× | |
| 05 | Flevoland | ~200K | 1.04× | |
| 06 | North Holland | ~1M | 1.03× | |
| 07 | Zuid-Holland | ~1.5M | 1.01× | |
| 08 | Utrecht | ~500K | 1.01× | |
| 09 | Limburg | ~400K | 0.99× | |
| 10 | Drenthe | ~200K | 0.86× | |
| 11 | Groningen | ~200K | 0.85× | |
| 12 | Zeeland | ~100K | 0.79× |
The strongest cross-interests of the Social media audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ed, Edd n Eddy | Movies & TV | 1.92× | ||
| 02 | Fake news | News | 1.85× | ||
| 03 | Natalie Dormer | Movies & TV | 1.65× | ||
| 04 | Current events | Arts & Culture | 1.61× | ||
| 05 | Libelle | Pets & Animals | 1.59× | ||
| 06 | Online shopping | Shopping | 1.56× | ||
| 07 | Mark McMorris | Sports | 1.56× | ||
| 08 | Europcar | Cars & Mobility | 1.54× | ||
| 09 | Internet & Social Media | 1.53× | |||
| 10 | YouTube | Movies & TV | 1.53× | ||
| 11 | Internet & Social Media | 1.53× | |||
| 12 | Hosiery | Fashion & Accessoires | 1.53× | ||
| 13 | Optimizely | Internet & Social Media | 1.53× | ||
| 14 | Nicolas Caeyers | Movies & TV | 1.53× | ||
| 15 | Online newspaper | News | 1.51× | ||
| 16 | Drop shipping | Shopping | 1.51× | ||
| 17 | Michael Sheen | Movies & TV | 1.51× | ||
| 18 | Joia Rara | Movies & TV | 1.51× | ||
| 19 | Magazines | Literature | 1.50× | ||
| 20 | dumpert.nl | Movies & TV | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.07× | |
| Urban Lifestyle | OPEN | 1.02× | |
| Price Sensitivity | PREMIUM | 0.93× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.62× | |
| Sustainability | BALANCE | 0.65× | |
| Individualism | JOY | 0.68× |
Social media has an estimated audience of 5,923,255 people in Netherlands, concentrated in Zuid-Holland and North Holland.
54.9% of Social media fans are female, 45.1% are male, with an average age of 45.1 years.
Social media fans show strongest brand affinity for Instagram (1.53×), YouTube (1.53×), and Online shopping (1.56×) over the country average.
Social media fans in Netherlands are most concentrated in Zuid-Holland (reach ~1.5M), North Holland (reach ~1M), and North Brabant (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Social media itself, the audience over-indexes on YouTube (1.53×), Online shopping (1.56×), Current events (1.61×), and Magazines (1.5×) 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 Social media. 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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