The turnover of advertising and market research in the Netherlands has experienced varying growth over the past decade. After a notable growth period from 2013 to 2016, with a peak year-on-year increase of 11.38% in 2015, the growth rate started stabilizing. The most significant downturn was observed in 2020 with a decline of 9.25%, attributed to the global pandemic. The turnover gradually recovered in subsequent years, with marginal annual increases, standing at 9.55 billion Euros in 2023.

The compound annual growth rate (CAGR) over the last five years leading to 2023 showed minor fluctuations, averaging out to a decrease of 0.74%. Looking ahead, the forecasted CAGR from 2024 to 2028 is projected to be a modest 0.27%, indicating slow but positive growth, resulting in a total growth rate of 1.33% over this period.

Future trends to watch for:

Integration of AI and machine learning in market research analytics.
Increased emphasis on data privacy, impacting data collection and usage practices.
Shift towards digital advertising and emerging social media platforms shaping the advertising landscape.