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Amazon Prime Video Largest SAVOD Service, Videoland on the Rise

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Press Release
Amazon Prime Video Largest SAVOD Service, Videoland on the Rise
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Videoland has the largest reach among streaming services that offer advertising.

Amstelveen, March 2026 – Amazon Prime Video maintains the highest advertising reach of the SAVOD services (Subscription Advertising Video On Demand) in the Netherlands. Videoland is increasing in reach and follows in second place. This is shown in the latest GXL cross media results for January from GfK. The research agency provides insight into the total reach of SAVOD services, both online and on Connected TV. 

Since the introduction of SAVOD in the Netherlands, the number of services offering advertising opportunities has grown. Amazon Prime Video began showing ads in September last year, including paying subscribers. 

Videoland is the largest SAVOD player in the Netherlands with a reach of 5.8 million (online and on Connected TV). More than a quarter (27%) of the reached audience has a basic subscription with advertising. This gives Videoland a potential advertising reach of 1.6 million unique individuals. 

Disney+ is the second SAVOD service with a total reach of 4.3 million people. Nearly a quarter (21%) of its reached audience has a basic subscription with advertising, representing a potential advertising reach of almost 1 million unique individuals. 

Amazon Prime Video ranks third but has the highest advertising reach at 1.75 million unique individuals in January. The platform has a total reach of nearly 4 million. Notably, Prime Video has a relatively high advertising reach among younger audiences; almost half (47%) of this group is under 35. 

HBO Max, SkyShowtime and Viaplay 

HBO Max is the fourth SAVOD service with a reach of 2.8 million people, of which 14% have a basic subscription with advertising. This results in a potential advertising reach of around 400,000 unique individuals. 

In fifth place is SkyShowtime with a reach of 1.6 million. Sixteen percent of its reached audience has a basic ad supported subscription, giving it a potential advertising reach of 250,000 unique individuals. 

Viaplay reached 1.2 million people in January. The streaming service has the highest share of viewers with a basic ad supported subscription: nearly two thirds (61%). This translates to a potential advertising reach of 745,000 unique individuals. Viaplay’s total reach in January was relatively low — driven by darts, but without Formula 1.