The National Social Media Research 2026 by Newcom shows renewed growth: 14.6 million Dutch people use social media, on an average of 4.5 different platforms. But behind these figures lies a troubling reality that organisations cannot ignore. The tension between freedom of choice and wellbeing is growing, and 2.6 million Dutch people now feel unhappier because of their social media use.
More choice, less peace
Newcom introduces the concept of the freedom paradox in the research: the situation where more freedom of choice and autonomy does not lead to more peace or wellbeing, but rather creates pressure, doubt and the feeling of constantly having to optimise. This paradox manifests itself concretely in the behaviour of Dutch users.
Whilst we spend an average of 120 minutes per day on social media, 5.5 million people indicate they are actively trying to reduce their usage. That is 300,000 more than last year. The intention exists, but execution stagnates. The number of platforms per person even rises from 4.4 to 4.5, whilst total time spent barely decreases.
From user typology to strategic choices
Newcom’s in-depth report distinguishes different user typologies, from social media junkies to occasional users. For organisations, this distinction is crucial. One in three Dutch people (36%) use social media daily, consisting of the groups social media junkies and routine followers. These segments require fundamentally different approaches.
The question is no longer whether you should be present on social media, but how you add value without contributing to the digital overload that users already experience. Instagram grows by 640,000 users to 8.9 million, TikTok adds 255,000 (4.7 million total), but this growth is accompanied by increasing discomfort.
Generational shifts demand recalibration
Time spent by 15 to 19-year-olds falls for the second consecutive year, from 165 to 160 minutes per day. Simultaneously, usage amongst those aged 65 and over rises from 86 to 100 minutes. This shift forces reconsideration of platform choices and content strategy.
YouTube surpasses Facebook and now ranks second after WhatsApp, with 10.6 million users. This is not a coincidental development. Video-first strategies are becoming increasingly dominant, but the question remains whether organisations find the right balance between reach and relevance.
The Signal effect: privacy as differentiator
Signal grows to 1.4 million users, a remarkable increase for a platform positioning itself on privacy. The irony: 93 per cent of Signal users also have WhatsApp. This overlap illustrates the complexity of user behaviour. Privacy is a concern, but convenience and network effects continue to dominate.
For B2B organisations, this means that privacy awareness does influence platform choices, but rarely leads to exclusive choices. The implication: organisations must maintain presence on multiple platforms, but can use privacy aspects as a differentiating element in their positioning.
From news consumption to organisation following
The in-depth report provides insight into which types of organisations are followed on social media and how this relates to news consumption. This is relevant for B2B players struggling with their social media ROI. It is not about the number of followers, but about the type of follower and the context in which they consume your content.
The freedom paradox has concrete business implications. When users feel overwhelmed by choices and content, demands for relevance and quality increase. Generic content disappears into the noise. Organisations focusing on recognition and logic instead of mere volume gain an advantage.
Strategic reconsideration necessary
The research forces a fundamental question: are we contributing to the wellbeing of our target audience, or are we reinforcing the problem? With 2.6 million Dutch people feeling unhappier because of social media, the responsibility of organisations is greater than ever.
The data from the National Social Media Research 2026 is available for strategic decision-making. Organisations seeking insight into specific user typologies, generational patterns and the following of organisations can purchase the in-depth report from Newcom for €195 excluding VAT.
The freedom paradox demands a reconsideration of social media strategies. Not more platforms, but better choices. Not more content, but more relevant messages. Not more reach, but more meaning. The research provides the figures, but the question remains: what will you do with them?
