Strong Growth in AI Reach in the Netherlands: Nearly 9 Million Users Reached in 2026
Press Release

Strong Growth in AI Reach in the Netherlands: Nearly 9 Million Users Reached in 2026

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Press Release
Strong Growth in AI Reach in the Netherlands: Nearly 9 Million Users Reached in 2026
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Media Measurement
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Strong Growth in AI Reach in the Netherlands: Nearly 9 Million Users Reached in 2026

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The reach of AI services in the Netherlands has grown explosively over the past three years, reaching nearly 9 million users aged 13 and older. This is evident from GfK DAM data. A major breakthrough occurred in 2025, after which AI became widely adopted across all age groups. 

From Niche to Mass Market 

Where AI reach was still limited to fewer than 1 million users at the beginning of 2023 (597,000 in March 2023), it steadily increased to 3.6 million by the end of 2024. In 2025, growth accelerated significantly: total reach nearly doubled from 3.6 million in February 2025 to more than 6.9 million in June 2025.

All Age Groups Are Embracing AI 

Remarkably, AI usage is no longer driven solely by younger audiences: 

  • The 35–49 age group accounts for more than 2.1 million users 
  • The 50–64 age group follows closely with nearly 2 million users 
  • Users aged 65 and older are also growing rapidly, now exceeding 1.1 million users 

Young people remain the largest user segment, with 40% of AI users aged 35 or younger. However, adoption is growing fastest among older audiences. This points to broader acceptance of AI in both daily life and the workplace. 

2025 as a Turning Point 

GfK DAM data shows that March to April 2025 marked a clear turning point. During this period, AI reach increased from 5.1 million to 6.6 million users—growth of approximately 30% in just one month. This surge coincided with a significant increase in the use of multiple AI platforms.

Competition Fuels Adoption 

The accompanying GfK DAM trend chart illustrates how various providers have contributed to market growth. While one major player dominated the market for a long time, new entrants—including Google, Microsoft, Claude, Perplexity, DeepSeek, and Grok—have introduced additional momentum. This growing competition appears to be accelerating adoption even further. 

Use of Multiple AI Services Continues to Increase 

One notable trend is that Dutch consumers used an average of 1.5 AI services in May 2026, indicating a clear shift from relying on a single platform to adopting a multi-platform strategy. Users aged 13–24 are leading this trend, with an average of 1.7 AI services used, while the number gradually decreases with age. This confirms that users are increasingly combining different AI tools depending on their specific needs. 

Within the 13–24 age group, an interesting shift is also visible: ChatGPT usage has shown a slight decline, while Claude is gaining ground. This suggests a growing willingness among younger users to experiment with new alternatives. 

Largest Overlap Between ChatGPT and Google AI 

The overlap between AI services is greatest between ChatGPT and Google AI Mode. On average, 29% of ChatGPT users also use Google AI, representing approximately 1.9 million Dutch users. This overlap is particularly strong among younger audiences, especially those aged 13–24 (35%). 

Other AI services show a significantly smaller overlap with ChatGPT, highlighting Google AI Mode as the primary complementary service within today’s AI ecosystem.

Signs of Stabilization in 2026 

Following the rapid growth seen in 2025, the market appears to be stabilizing in 2026 at around 8.5 to 9 million users. Minor month-to-month fluctuations indicate a maturing market, where future growth is likely to come primarily from more intensive usage and continued adoption among older age groups. 

In a remarkably short period, AI has evolved from an experimental tool into a mass medium in the Netherlands. With a reach that now encompasses nearly half of the Dutch population aged 13 and older, AI has become a permanent part of everyday life. 

About GfK GXL and GfK DAM 

GXL stands for GfK Crossmedia Link, GfK’s large-scale cross-media panel established in 2015. Online, television, radio, podcast, and retail media behavior are measured daily through passive, single-source tracking. In addition, information is regularly collected via surveys on reading behavior and more than 350 background characteristics, including subscription types for (S)AVOD and music services. 

The online component of GfK GXL, known as GfK DAM, provides the most comprehensive continuous view of the Dutch online landscape, covering more than 5,000 continuously measured websites and apps. 

For more information about the study and its results, please contact Jeroen Nikkel, Consultant Media Measurement (jeroen.nikkel@gfkniqmedia.com).