The production volumes of advertising and market research in the Netherlands have exhibited various trends over the past decade. From 2013 to 2019, there was a consistent, though modest, increase in volume, reaching €9.67 billion in 2019. This upward trend faced a significant disruption in 2020 with a sharp decline of 16.15% due to the economic impacts of the COVID-19 pandemic, dropping the value to €8.1 billion. The subsequent recovery saw a robust 21.67% increase in 2021, bringing the production volume back to €9.86 billion and continuing a steady increase up to €10.05 billion in 2023.
Looking ahead from 2024 to 2028, forecast data indicates a stable growth trajectory with an average annual growth rate of 0.74%, resulting in a production volume of €10.53 billion by 2028. Key future trends to watch include:
• Digital Transformation: Continued shift towards digital advertising and analytics.
• Economic Conditions: Sensitivity to economic fluctuations and market disruptions.
• Regulatory Changes: Impact of data privacy laws and advertising regulations.
• Technological Innovations: Adoption of AI and machine learning to enhance market research capabilities.
