In 2025, AI is no longer a technology of the future, but an integral part of everyday life for many Dutch citizens. 90% are familiar with AI, and half actively use it, with AI increasingly being used as a new kind of search engine. These insights come from the annual “Trends in Digital Media” study conducted by research agency GfK among the Dutch population aged 13 and older.
From Text Generation to Information and Inspiration
While AI was primarily used for writing texts in 2024, a clear shift is visible in 2025. Dutch users now mainly turn to AI to search for information and generate ideas. This change points to a broader integration of AI into daily life and growing trust in this technology as a tool for learning, working, and creativity.
Explosive Growth in Usage
AI platform usage has surged dramatically in just one year. Monthly reach grew from 12% in July 2024 to a remarkable 48% in June 2025. ChatGPT remains the most widely used AI platform.
However, concerns persist. The biggest worry is the spread of fake news and misinformation via AI platforms. There is also unease about the transparency of AI-generated content: is what we read and see real, or created by AI?
Rising Trust and Expanding Possibilities
The study results clearly show that AI is becoming increasingly accepted. Despite concerns, trust in the output of AI platforms has grown, and people are increasingly looking forward to more applications and developments in the field of AI. Furthermore, 43% believe AI usage offers only opportunities (up from 36% in 2024). AI is not a passing trend, but a lasting force in society.
Watch, Listen, Swipe: The Shift Toward Self-Selected Media Consumption Continues
Dutch consumers increasingly want to decide for themselves what they watch, listen to, and read. On-demand and streaming services have become indispensable in daily media use. Watching ahead via Videoland and NPO Start, streaming videos (programs, movies, and series), and short-form video content via YouTube Shorts, TikTok, and Instagram have all increased.
A similar shift is seen in listening behavior. Although radio is still widely used, streaming services like Spotify and YouTube lead in terms of intensity.
Social Media: Youth Trust TikTok, Older Generations Are More Critical WhatsApp remains the most-used communication platform, followed by Facebook and YouTube. TikTok and X (formerly Twitter) are seen as the least trustworthy. Yet, young people aged 13 to 34 perceive TikTok and Snapchat as relatively safe. This difference is mainly due to their intensive use of these apps, which are increasingly part of their digital lives.
