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The entertainment and media industry in the Netherlands expanded by percent in 2006, up from the percent rise in 2005 and the fastest increase during the past five years. End-user spending, which comprised 76 percent of the total market in 2006, rose by percent, up from the percent rise in 2005. Advertising increased by percent, its largest gain during the past five years and well above the percent growth in 2005. The rebound in the economy in the Netherlands in 2006 contributed to the jump in advertising. Fueling the improvement was a reversal in. | how to stay in touch with tomorrow s consumer. Trends in the Netherlands 2007-2011 connectedthinking PR1CEWATERHOUsE OOPERS @ how to stay in touch with tomorrow s consumer. Entertainment Media Outlook towards 2011 Trends in the Netherlands 2007-2011 Summary The entertainment and media industry in the Netherlands expanded by percent in 2006 up from the percent rise in 2005 and the fastest increase during the past five years. End-user spending which comprised 76 percent of the total market in 2006 rose by percent up from the percent rise in 2005. Advertising increased by percent its largest gain during the past five years and well above the percent growth in 2005. The rebound in the economy in the Netherlands in 2006 contributed to the jump in advertising. Fueling the improvement was a reversal in filmed entertainment which rose by percent in 2006 after falling by percent in 2005. Although recorded music declined by percent that drop was a percentage point improvement compared with the percent decrease in 2005. Double-digit increases in video games and sports also contributed to faster growth in 2006. Sports benefited from spending associated with the FIFA World Cup and Winter Olympics and video games were bolstered by the introduction of new console platforms. Video games and sports were the fastest-growing segments in 2006 with increases of percent and percent respectively and the only segments to generate double-digit growth. The Internet which was the fastest-growing segment in 2005 at percent rose by percent in 2006 falling to third place. Slower growth in broadband access spending and a faster decline in dial-up accounted for the drop to single-digit growth for the Internet its first single-digit advance since 2000. Television was the next-fastest-growing segment with a percent advance fueled principally by double-digit growth in subscription spending that offset a decrease in the government

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