Social media usage in the Netherlands remains high in 2025, but the landscape is shifting dramatically. X (formerly Twitter) has lost nearly half a million Dutch users, while BeReal has seen an even steeper decline of 600,000 users. At the same time, major platforms like YouTube, Instagram, and LinkedIn continue to grow. Meanwhile, concerns about social media’s impact on mental well-being are rising, with nearly 2.4 million Dutch users reporting that social media makes them feel less happy.
- Download the full report by Newcom here (don’t wait – they’ll kill the link in some months)
Key Findings
- X (Twitter) plummets – A loss of 450,000 users makes it one of the biggest losers in 2025.
- BeReal collapses – The hype fades, with a staggering 600,000 fewer users.
- YouTube, Instagram, and LinkedIn continue to grow, bucking the trend of platform fatigue.
- Social media consumption is becoming more selective – The average number of daily-used platforms has dropped from 2.4 to 2.0.
- Mental health concerns rise – 2.4 million people say social media negatively affects their happiness.
- Parental worries increase – More Dutch parents are concerned about their children’s social media use.
- Support for a ban on social media for children under 16 grows – Nearly 60% of Dutch citizens are now in favour of restrictions, echoing Australian policies.
- TikTok remains strong despite global scrutiny, with no immediate ban in the Netherlands, though discussions continue.
Newcom’s annual social media research has become a touchstone for anyone seeking to understand the evolving digital landscape in the Netherlands. Every year, Newcom surveys thousands of Dutch citizens to explore how they engage with the major social platforms, what emerging networks are on the rise, and which demographic shifts point to new possibilities or potential shake-ups. The 2025 edition of this research offers particularly fascinating insights into how social media usage is changing in a post-pandemic era, with greater emphasis on privacy, authenticity, and community-driven interaction.
Big Trends with Established Platforms
- Facebook: Newcom’s data suggests that Facebook is still deeply entrenched among older age groups and specific professional circles. Although the overall Dutch user base has slightly decreased compared to the previous year, Facebook’s community groups and marketplace features remain a big draw. Small businesses and local organisations continue to rely heavily on Facebook for outreach and sales, ensuring the platform’s relevance despite its slower pace of growth.
- Instagram: The platform continues its steady rise in the Netherlands, particularly among users aged 25 to 40. Instagram remains the go-to destination for visual storytelling, lifestyle content, and influencer marketing. According to the research, short-form video features like Reels have driven engagement levels significantly higher, with many younger users spending more time browsing Reels than their main feed.
- YouTube: Video content is as popular as ever, and YouTube’s strong position has not wavered. Newcom highlights that longer-form video content, especially tutorials, vlogs, and in-depth commentary, continues to attract a broad audience. A noticeable uptick among older demographics was also observed, suggesting that YouTube is succeeding in appealing to a wide cross-section of the Dutch population with diverse content preferences.
- LinkedIn: Professional networking has become more digitally driven, and LinkedIn retains its firm hold on Dutch professionals. It has grown steadily, especially among people looking for career advancement and freelancers seeking networking opportunities. Newcom’s data indicates that users appreciate the platform’s gradual pivot towards more personal storytelling combined with professional achievements. This has led to higher engagement, with many users checking the platform multiple times a day.
- TikTok: The app continues to be incredibly popular among teenagers and young adults, with user numbers increasing at a rapid pace. However, the constant discussions about user data protection and geopolitical tensions have caused some Dutch users to be more cautious about sharing personal information. This caution is contrasted by TikTok’s persistent cultural influence, driven by viral challenges, music trends, and influencer collaborations.
The TikTok Ban Controversy
Interestingly, the 2025 research dedicates a section to discussing governmental debates around a potential TikTok ban. While there is currently no formal ban in place within the Netherlands, concerns regarding data security and influence from foreign governments have made headlines across Europe. According to Newcom’s data, approximately one in five users is aware of these debates, and a smaller percentage has taken steps to reduce their usage or even delete the app. Nevertheless, TikTok’s popularity, especially among younger users, remains high, suggesting that any formal ban could trigger significant changes in social media consumption patterns. It also points to the possibility that new, home-grown or Europe-based platforms could capitalise on such a scenario by offering a similar experience but with stricter data security protocols.
Upcoming Platforms
Alongside the dominant networks, Newcom’s study highlights a few emerging platforms that are beginning to make waves in the Dutch market. Several smaller, niche communities have gained traction over the past year by emphasising privacy, niche interests, and tight-knit digital communities. Platforms offering ad-free experiences and decentralised networks have particularly piqued the interest of tech-savvy users wary of large corporations.
- Threads – Meta’s alternative to X (Twitter) is gaining traction as users abandon the struggling platform. It has seen steady growth in daily active users.
- Telegram – While not new, its daily user base in the Netherlands has surged in 2025, especially as privacy concerns push people away from mainstream social networks.
- Mastodon – This decentralised, open-source alternative to X (Twitter) continues to attract users who seek an ad-free, community-driven experience.
- Bluesky – Another X (Twitter) competitor, backed by Twitter co-founder Jack Dorsey, is slowly building a Dutch user base, though adoption remains niche.
- Lemon8 – A TikTok-owned platform blending Instagram-style visuals with Pinterest-like discovery, gaining popularity among Gen Z in the Netherlands.
- Hive Social – A mobile-first social network that offers a chronological feed, attracting users frustrated with algorithm-driven content.
- Discord – Initially a gaming chat app, Discord is evolving into a broader community hub for niche interests, drawing users away from Facebook groups.
- Substack Notes – Writers, journalists, and thought leaders are experimenting with this social feature of Substack, shifting away from traditional social platforms.
- BeReal alternatives – With BeReal’s decline, apps offering more organic and real-time social sharing (like Lapse and Retro) are attempting to fill the gap.
- Privacy-first platforms (e.g., MeWe, Vero, and Signal Communities) – Gaining slow but steady traction among privacy-conscious Dutch users who want social media without ads or data tracking.
One notable mention is the rise of voice-focused and audio-based platforms. While these have not overtaken the big players, many Dutch users appreciate alternatives to purely visual feeds. Additionally, interest-based platforms that revolve around hobbies such as cooking, fitness, or eco-friendly living are finding loyal followings, sometimes diverting attention from more general-purpose social media.
Shifts in Dutch Consumer Behaviour
According to Newcom’s findings, social media habits in the Netherlands are evolving. Users are increasingly conscious of mental health concerns related to excessive screen time, leading some to practise digital detoxes or limit usage to specific times of day. There is also a greater desire for genuine interaction over polished, heavily curated content. This shift has influenced both user activity and the strategies employed by content creators, who are more inclined to share authentic, behind-the-scenes glimpses of their lives.
Online communities centred on sustainability and social responsibility have also grown substantially. This aligns with larger cultural trends in the Netherlands, where environmental and ethical considerations remain high on the public agenda. Many users gravitate towards platforms and influencers who address topics related to climate change, social justice, and local activism, turning social media into a hub for civic engagement and social discourse.
E-Commerce and Influencer Marketing
Another intriguing development highlighted by the 2025 report is the deepening integration of e-commerce within social platforms. The ability to buy products directly through apps like Instagram and Facebook has made social commerce more streamlined than ever. Influencer marketing continues to play a key role in driving sales, with many Dutch brands collaborating with micro-influencers who have smaller but more dedicated followings. This approach capitalises on the trust factor, as audiences are more likely to engage with recommendations from influencers whose values align with their own.
Looking Ahead
Newcom’s research underscores that the Dutch social media landscape in 2025 is a vibrant, dynamic space, shaped by global trends and local preferences. Established platforms remain highly relevant, yet new networks and usage patterns are quickly emerging. The interplay between privacy concerns, mental health awareness, and a penchant for authentic content suggests that social media in the Netherlands will continue to transform in ways that cater to deeper human connections rather than surface-level interactions.
Platforms that manage to balance user engagement with data security, authenticity, and social responsibility are poised to thrive. Whether we see the launch of new, privacy-first networks or further shifts in user loyalties will depend on regulatory landscapes, technological innovations, and evolving cultural values. In the meantime, the annual Newcom study remains an invaluable resource for tracking these developments, offering a detailed snapshot of where Dutch social media stands today and where it might head in the years to come.
Above all, the results of Newcom’s 2025 research remind us that social media is not just about numbers or the platforms themselves. It is about people, their behaviours, and the digital spaces where they choose to invest their time, creativity, and social capital. By keeping an eye on these shifting preferences, we can gain a better understanding of how technology continues to shape our society and daily lives in the Netherlands and beyond.
