The turnover in the Advertising and Market Research sector in the Netherlands has experienced mixed trends over the past decade. In 2023, it stood at 9.71 billion Euros. Between 2013 and 2019, the sector saw considerable growth, peaking in 2019 with a turnover of 10.41 billion Euros. However, the sector faced a significant contraction in 2020, likely due to the global pandemic, with a 9.25% year-on-year decline. Recovery has been slow with marginal growth observed over the following years, reflected by a minor increase leading to a forecasted turnover of 9.76 billion Euros by 2024. The compound annual growth rate (CAGR) for the last five years stood at -0.41%, indicating a slight overall decline in recent years.
Looking forward, the forecasted CAGR from 2023 to 2028 is expected to be 0.45%, suggesting modest growth. Trends to watch include the impact of digital transformation and technological advancements on advertising and market research practices. The sector is likely to benefit from increasing investments in data analytics, AI, and personalization strategies, which could mitigate the slow growth and potentially lead to higher turnovers in the coming years.
