In 2023, the value of the advertising and market research output in the Netherlands stood at 11.9 billion Euros. The data shows notable variations over the past years, with significant declines in 2020, followed by strong rebounds in 2021 and 2022. The year-on-year growth in 2023 was modest at 1.04%, after a significant growth of 13.83% in 2021 and 13.5% in 2022.
Over the last five years leading up to 2023, the sector has witnessed an average annual growth rate of 3.86%, indicating a healthy recovery post the 2020 decline caused by the pandemic. The forecast from 2024 to 2028 suggests a slower growth trajectory with an expected 5-year CAGR of 1.35%, projecting a total increase of 6.92% over the period.
Future trends to watch for include:
- Increased digital transformation and its impact on advertising strategies and spending.
- Rising importance of data analytics and market personalization.
- Potential economic fluctuations affecting advertising budgets.
- Adapting to evolving consumer behavior and technological advancements.
- Regulatory changes impacting data privacy and advertising practices.