Media consumption changes in summer: print, podcasts, and puzzles gain ground
Mediahuis and MediaTest investigated the media consumption of more than a thousand Dutch people and saw clear shifts in news consumption, media behavior, and the perception of advertisements.
In the summer, Dutch people switch en masse to a different rhythm, and this is reflected in their media consumption. Mediahuis and MediaTest conducted research among more than a thousand Dutch people and discovered clear shifts in news consumption, media use, and the way advertisements are perceived.
Four out of five Dutch people say they go on vacation in the summer. Young people, families, and the highly educated are particularly likely to get away. But those who stay at home and have time off also adapt. With the disappearance of the usual rhythm—work, school, fixed schedules—the time and manner in which people consume media automatically changes as well.
It turns out that more than 20% of people actually use more media in the summer than usual. There is simply more time, more space to scroll around or finally get through that pile of newspapers and magazines. What is striking is that the news continues to play an important role. More than three-quarters check online news platforms daily. Almost 4 in 10 people say they take more time to follow the news during their holidays.
News consumption: different, not less
In the summer, news is mainly followed via social media, news apps, and television. Young people (18-29) are more likely to use social media as a news source, while people over 50 mainly rely on television. Noteworthy: men use news apps and (digital) newspapers more often, while women consume news more often via social media. Young people also indicate that they consume online videos and podcasts more often in the summer than outside the holiday season.
Print revives in the summer
Summer appears to be the season for physical content. Puzzle books (44%), reading books (38%), and magazines (35%) are purchased more often during this period than in other seasons. Vacationers and parents in particular gravitate toward tangible media. The paper newspaper also remains relevant, especially during these months.
Summer campaigns are particularly noticeable among young people and city dwellers
Advertisements receive more attention in the summer. Around 70% say they pay as much or more attention to advertising than usual. Young people, city dwellers, and highly educated people are more likely to say that advertisements stand out more in the summer. Advertisements focused on food, drink, travel, sunscreen, and clothing score the highest.
Most striking product advertisements in the summer (%)
Mobile first
Mobile phones are the undisputed favorite during the summer holidays and are used most frequently. They are followed by laptops, tablets, and TVs. E-readers are still relatively little used, but score higher among women and vacationers.
Summer is not only a period of relaxation, but also a promising time for brands. Consumers have more free time, are open to new inspiration, and continue to pay attention to news and advertisements. This presents unique commercial opportunities for advertisers and news providers.
About the study
The study was conducted in May 2025 by Mediahuis in collaboration with MediaTest. A total of 1,005 Dutch people aged 18 to 70 completed an online questionnaire about their vacation plans, media consumption, news usage, and attitudes toward advertising during the summer period.
Want to know more?
Download the white paper via this link.
