Digital media have matured, but AI is changing the playing field
Amstelveen, September 21, 2026 – Dutch consumers still spend the majority of their time on the same core media: smartphones, television, and social platforms. Usage of these media remains remarkably stable. One development stands out as an exception: AI. Nearly two-thirds of the Dutch population now use an AI platform on a monthly basis, with ChatGPT being the leading player. These findings come from the annual ‘Trends in Digital Media’ study conducted by research agency GfK among Dutch people aged 13 and older.
AI is growing rapidly but is not yet part of everyone’s daily life
AI is the fastest-growing development within the Dutch media landscape. The monthly reach of AI platforms has grown to encompass nearly two-thirds of the population in just two years. Yet, 42% of the Dutch population has not used an AI platform. While AI is growing fast, it is not yet part of everyone’s daily life. Users primarily employ AI for practical tasks such as looking up information, brainstorming, and writing or refining text. In doing so, the use of AI is becoming increasingly integrated into daily routines.
The Dutch see opportunities but remain critical
The Dutch see opportunities but remain critical
The rise of AI is accompanied by a tension between enthusiasm and caution. Users value AI for its convenience, efficiency, and the support it offers with work- and study-related tasks. At the same time, there are widespread concerns regarding misinformation, privacy, copyright, and the societal impact of AI. This critical attitude is also reflected in levels of trust; traditional media—such as radio, television, and news outlets—enjoy significantly more trust than social media and AI platforms. For consumers, the question no longer seems to be *whether* AI is used, but rather under *what conditions*. Transparency and human oversight are becoming increasingly important in this regard.
Platforms with the widest reach do not necessarily inspire the most trust
Alongside AI, it is notable that the largest platforms continue to hold a central position in daily media consumption. WhatsApp, YouTube, and Facebook rank among the most widely used digital platforms in the Netherlands. YouTube, in particular, stands out due to the amount of time users spend on the platform, thereby confirming video’s dominant position within the digital media landscape.
However, it is striking that usage and trust do not automatically go hand in hand. A platform like LinkedIn is perceived as relatively trustworthy, whereas social media platforms such as TikTok, Snapchat, and X score significantly lower on trust and safety.
Increased screen time creates a need for balance
Despite the dominant role of digital media, awareness regarding screen time is growing. Many Dutch people report spending more time in front of a screen than they would like and express a desire for more offline experiences. Nearly half actively try to limit their screen usage—for example, by turning off notifications or putting their phones away more often. The results suggest that while the Dutch increasingly view digital media as an integral part of daily life, they are simultaneously seeking a better balance between their online and offline worlds.
Source: GfK Trends in Digital Media 2026
For more information about the study and its findings, please contact Bryan Bunink, Senior Researcher Media Measurement (bryan.bunink@gfkniqmedia.com)
Press contact: Tamara de Lange, T ++3188435-1000, tamara.delange@nielseniq.com
About GfK Trends in Digital Media and GfK GXL
GfK Trends in Digital Media is the definitive annual study on the digital media habits of Dutch people aged 13 and older. Since 2011, it has tracked shifts in media consumption—ranging from social media to streaming, and from news consumption to AI. The focus consistently includes young people (aged 13–17), ensuring that emerging trends are identified at an early stage.
In addition, since last year (2025), behavioral data from GfK GXL—GfK’s large-scale cross-media panel—has been incorporated. This enriches insights derived from self-reported behavior with passive measurements of online, television, and audio consumption. It makes it possible to observe not only what people say but also what they actually do—and how that behavior changes.
About GfK – An NIQ Company
Digital media have matured, but AI is changing the playing field
Amstelveen, September 21, 2026 – Dutch consumers still spend the majority of their time on the same core media: smartphones, television, and social platforms. Usage of these media remains remarkably stable. One development stands out as an exception: AI. Nearly two-thirds of the Dutch population now use an AI platform on a monthly basis, with ChatGPT being the leading player. These findings come from the annual ‘Trends in Digital Media’ study conducted by research agency GfK among Dutch people aged 13 and older.
AI is growing rapidly but is not yet commonplace
AI is the fastest-growing development within the Dutch media landscape. The monthly reach of AI platforms has grown to encompass nearly two-thirds of the population in just two years. Yet, 42% of the Dutch population has never used an AI platform. While AI is growing fast, it is not yet part of everyone’s daily life. Users primarily employ AI for practical tasks such as looking up information, brainstorming, and writing or refining text. In doing so, the use of AI is becoming increasingly integrated into daily routines.
The Dutch see opportunities but remain critical
The rise of AI is accompanied by a tension between enthusiasm and caution. Users value AI for its convenience, efficiency, and the support it offers with work- and study-related tasks. At the same time, there are widespread concerns regarding misinformation, privacy, copyright, and the societal impact of AI. This critical attitude is also reflected in levels of trust; traditional media—such as radio, television, and news outlets—enjoy significantly more trust than social media and AI platforms. For consumers, the question no longer seems to be *whether* AI is used, but rather under *what conditions*. Transparency and human oversight are becoming increasingly important in this regard. Platforms with the widest reach do not necessarily inspire the most trust
Alongside AI, it is notable that the largest platforms continue to hold a central position in daily media consumption. WhatsApp, YouTube, and Facebook rank among the most widely used digital platforms in the Netherlands. YouTube, in particular, stands out due to the amount of time users spend on the platform, thereby confirming video’s dominant position within the digital media landscape.
However, it is striking that usage and trust do not automatically go hand in hand. A platform like LinkedIn is perceived as relatively trustworthy, whereas social media platforms such as TikTok, Snapchat, and X score significantly lower on trust and safety.
Increased screen time creates a need for balance
Despite the dominant role of digital media, awareness regarding screen time is growing. Many Dutch people report spending more time in front of a screen than they would like and express a desire for more offline experiences. Nearly half actively try to limit their screen usage—for example, by turning off notifications or putting their phones away more often. The results suggest that while the Dutch increasingly view digital media as an integral part of daily life, they are simultaneously seeking a better balance between their online and offline worlds.
Source: GfK Trends in Digital Media 2026
For more information about the study and its findings, please contact Bryan Bunink, Senior Researcher Media Measurement (bryan.bunink@gfk.com).
Press contact: Tamara de Lange, T +3188435-1000, tamara.delange@nielseniq.com
About GfK Trends in Digital Media and GfK GXL
GfK Trends in Digital Media is the definitive annual study on the digital media habits of Dutch people aged 13 and older. Since 2011, it has tracked shifts in media consumption—ranging from social media to streaming, and from news consumption to AI. The focus consistently includes young people (aged 13–17), ensuring that emerging trends are identified at an early stage.
In addition, since last year (2025), behavioral data from GfK GXL—GfK’s large-scale cross-media panel—has been incorporated. This enriches insights derived from self-reported behavior with passive measurements of online, television, and audio consumption. It makes it possible to observe not only what people say but also what they actually do—and how that behavior changes.
About GfK – An NIQ Company
For over 90 years, GfK has been a trusted partner to brands, media companies, and retailers worldwide. Since merging with NIQ in 2023, GfK has possessed unparalleled global reach and deep consumer insights. Using advanced analytical methods and powerful platforms, GfK helps organizations grow through knowledge.
In the Netherlands, the Media Measurement team specializes in measuring and interpreting media behavior. From reach measurement to digital consumption and cross-media analysis, MM NL delivers insights that help advertisers, media agencies, and publishers substantiate their strategies.