The Gross Value Added (GVA) for Advertising and Market Research in the Netherlands exhibited overall growth from 2013 to 2023, standing at €4.3 billion in 2023. The period saw fluctuations such as a decline in 2020 at -8.77% year-over-year (YoY) due to external factors, followed by a strong recovery with 12.1% YoY growth in 2021. This steady increase is reflected in a CAGR of 2.88% over the last five years up to 2023. While the value surged in 2022 by 7.02% YoY, growth tapered off slightly in 2023 with a 0.42% increase.
Forecast data from 2024 to 2028 suggests continued moderate growth, with a forecasted 5-year CAGR of 1.38%, leading up to a value of €4.69 billion by 2028, implying an overall increase of 7.1% over this period.
Future trends to watch for:
- Continued digital transformation impacting traditional vs. digital advertising spends.
- Increased adoption of data analytics and artificial intelligence in market research.
- Potential market disruptions from emerging technologies and changing consumer behaviors.
- Impacts of global economic conditions and regulatory changes within the EU.
