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Netherlands
| Netherlands | June 2022 | December 2022 |
| 74,09% | 60,23% | |
| 7,33% | 9,72% | |
| 9,00% | 15,53% | |
| 5,40% | 9,54% | |
| Youtube | 2,23% | 2,44% |
| 0,59% | 1,01% |
Clear language in the Netherlands!
In fact, advertisers are increasingly abandoning Facebook and betting primarily on Instagram ads.
Remarkably, Twitter is also showing decent growth. Is this media attention by Elon Musk perhaps doing something good for the platform after all....
Furthermore, Pinterest also shows a modest increase. Youtube's social media market share remains almost the same and almost two more are being spent on LinkedIn ads.
Logical too with such a nationwide personnel shortage
Germany
| Germany | June 2022 | December 2022 |
| 77,48% | 60,31% | |
| 6,11% | 7,48% | |
| 4,96% | 6,76% | |
| 5,71% | 17,50% | |
| Youtube | 2,65% | 3,87% |
| 0,28% | 1,05% |
In Germany we see a similar trend as in the Netherlands, but with slightly different numbers.
Indeed, Facebook's market share is collapsing like a plum pudding and Instagram in particular is benefiting. Twitter's share is rising less rapidly than in the Netherlands, while advertising on Youtube is becoming more popular.
Just like betting on LinkedIn ads, by the way. So it seems they are short of people in Germany, too.
What about in Belgium?
Belgium
| Belgium | June 2022 | December 2022 |
| 78,11% | 66,0,6% | |
| 9,47% | 13,56% | |
| 4,76% | 6,37% | |
| 4,32% | 10,23% | |
| Youtube | 1,64% | 1,59% |
| 0,25% | 0,34% |
Yes, even in our southern neighbors, Facebook is losing quite a bit of its share. And here too, Instagram in particular is the big winner, although Pinterest is also doing good business.
It is notable, however, that Youtube does not benefit. Which even shows a small decline. Admittedly a negligible drop, as they were still at 1.87% a month earlier (November). But still...
Also, LinkedIn remains virtually the same. Belgium spends a bit more on LinkedIn ads, but not significantly more than in the Netherlands and Germany.
Europe
| Europe | June 2022 | December 2022 |
| 84,51% | 78,07% | |
| 3,74% | 4,28% | |
| 4,44% | 5,64% | |
| 4,10% | 8,47% | |
| Youtube | 1,61% | 1,66% |
| 0,22% | 0,40% |
Looking across Europe, the differences are all a bit smaller.
Yes, Facebook is losing and Instagram is doubling its market share. But Facebook is not losing as much in percentage terms as in the Netherlands, Germany and Belgium, and so the other channels are not benefiting as much either
With that, it seems that companies are simply spending their ad budgets primarily on Instagram rather than Facebook.
UK
| Europe | June 2022 | December 2022 |
| 62,28% | 49,89% | |
| 5,83% | 5,40% | |
| 15,02% | 20,67% | |
| 10,69% | 18,53% | |
| Youtube | 2,26% | 1,98% |
| 0,65% | 0,80% |
Also in the UK, the differences between social media market shares are somewhat more divided.
While Facebook also loses a large share here, to a lesser extent so do Pinterest and Youtube.
It won't surprise you by now, but Instagram is again the big winner on the other side of the water while advertising on Twitter has also gained considerable popularity.
A word about TikTok
Advertising on TikTok is gaining traction worldwide. Also in the Netherlands. However, the platform does not release figures, making it difficult for us to include them in this comparison.
Still, we're going to try that.
Indeed, our friends at eMarketer predict that it would put total spending on TikTok ads in the USA at about 2.4% of the total amount of digital ads with an increase to 3.1% by 2023.
Although of course we cannot copy that 1-to-1 for predictions in the Netherlands, the distribution of social media market share does resemble that of the Netherlands and thus TikTok's market share could be roughly comparable to that of Youtube.
May be useful to know. As an indication.
Conclusion
Again, the numbers are clear: Facebook everywhere is losing a significant portion of its market share, and the other platforms are benefiting.
Instagram in particular is benefiting with everywhere (almost) doubling its share. With this, it seems that the time has finally come: advertising on Instagram is becoming an essential part of the online strategy of companies and organizations.
That took a bit long as far as we were concerned, but hey ... not everyone is obviously as much of a forerunner as we are 😉
We'll keep an eye on the market share for you again in the coming time and then come back in April with the dates of the first months of 2023!
See you then!
Source: gs.statcounter.com
Written by: Daniel Kuipers
Daniel is the founder of Online Marketing Agency. He constantly scours the Internet for the latest gadgets and tactics and blogs about them in understandable language. Well, sometimes.
2 Responses to "Q4 2022: Social media market share in the Netherlands and Europe"
Daniel,
Interesting info! Keep up the good work 🙂
Marc
Thanks Marc!