3. The culture and media sector in focus
This chapter focuses on various economic aspects of the culture and media sector. After a brief description of the sector as a whole, we focus on the various goods and services that are related to culture and media: the subdomains. The characteristics of each subdomain are described, along with various indicators, such as value added and employment.
3.1 Culture and media – total
How did the various macroeconomic aggregates within culture and media compare to each other in 2022? Looking at cultural and media products, we see that domestic output at basic prices was 61.4 billion euros in 2022. When we add in imports to the value of 37.5 billion, the total supply of culture and media products in 2022 was 98.9 billion euros at basic prices.
To convert basic prices into purchase prices, we add the balance of taxes and subsidies as well as trade and transport margins. The supply of culture and media products was 106.3 billion euros at purchase prices in 2022.
In addition to the supply of culture and media products, the satellite account also includes the ancillary revenues of cultural institutions and culture-related investments as culture and media. The reasoning behind this is that these items are so intertwined with the cultural and media products themselves that the products would not exist without them. The ancillary revenues of cultural institutions consist of income from museum shops, catering services, teaching courses and income from the renting out of all or part of buildings for events. Culture-related investments concern items such as museum buildings. Then, the consumption of cultural and media products by residents of the Netherlands abroad must also be added to the satellite account to ensure that these figures continue to align with the national totals. As this item is not structured by goods group in the national accounts, the total range of cultural and media products is supplemented by a number of items that are not in themselves cultural or media products, but are nevertheless included for the purposes of this satellite. Trade and transport margins are included in addition to taxes and subsidies on products in order to bridge the ‘accounting gap’ between what producers receive for their products and what users must pay for them. The total supply at purchase prices was 108.5 billion euros in 2022.
| Domestic output (basic prices) | Imports | Total supply (basic prices) | Taxes on products minus subsidies on products | Trade and transport margins | Total supply (purchase prices) | |
|---|---|---|---|---|---|---|
| mln euros | ||||||
| Cultural and media products | 61,360 | 37,540 | 98,900 | 3,010 | 4,370 | 106,280 |
| Ancillary revenues of cultural institutions | 760 | 0 | 760 | 80 | 0 | 830 |
| Culture-related investments | 320 | 50 | 370 | 30 | 20 | 420 |
| Trade and transport margins | 4,390 | 0 | 4,390 | 0 | -4,390 | 0 |
| Consumption by residents outside the Netherlands | 0 | 950 | 950 | 0 | 0 | 950 |
| Total culture and media | 66,820 | 38,540 | 105,360 | 3,120 | 0 | 108,480 |
3.2 Culture and media – by industry
The culture and media sector’s total value added (basic prices) in 2022 was 29.9 billion euros (compared with 24.4 billion in 2018). Which industries contributed most to this total?
Advertising agencies as the largest industry
In 2022, Advertising Agencies made the greatest contribution to the culture and media sector’s value added at 12 percent, followed by Arts (11 percent) and Trade and Transport (10 percent). Education had a share of 9.4 percent. The share of Trade and Transport was relatively large for an industry whose activities do not naturally place it at the heart of the culture and media sector. However, as mentioned earlier, Trade and Transport form an indispensable link between the providers of cultural and media products and their users.
| Branche | 2022 (% of value added of the culture and media sector) |
|---|---|
| Advertising and market research | 12 |
| Publishing activities | 8.1 |
| Art | 10.9 |
| Trade and transportation | 10 |
| Education | 9.4 |
| Printing and reproduction of recorded media | 3.2 |
| Design, photography and translation | 9.1 |
| Film and TV production,sound recording | 9.3 |
| Other information and communication | 6.2 |
| Libraries, museums and nature conservation | 3.9 |
| Programming and broadcasting activities | 3.3 |
| Architectural and engineering activities | 4.4 |
| Other professional activities | 1.1 |
| Public administration | 4.4 |
| Sports and recreational activities | 0.9 |
| Other branches of industry | 3.9 |
| Branch of Industry | 2022 (% of value added for the relevant branch of industry) |
|---|---|
| Programming and broadcasting activities | 98.5 |
| Libraries, museums and nature conservation | 95.1 |
| Film and TV production, sound recording | 97.3 |
| Art | 94.5 |
| Publishing activities | 93.4 |
| Printing and reproduction of recorded media | 80.8 |
| Advertising and market research | 80 |
| Design, photography and translation | 61.4 |
| Architectural and engineering activities | 10.5 |
| Sports and recreational activities | 5.8 |
| Education | 6.5 |
| Other information and communication | 4.9 |
| Trade and transportation | 1.8 |
| Other professional activities | 0.6 |
| Public administration | 2.1 |
| Other branches of industry | 0.2 |
Five industries are almost entirely culture and media-based
As well as discussing the importance of an industry to the culture and media sector (Figure 3.2.1), the reverse perspective is also worth: how important are culture and media to a given industry (Figure 3.2.2)? There are five industries whose value added is almost entirely the result of cultural and media activities. Two of them belong to what used to be known as ‘traditional’ culture - namely Arts (performing arts, writers, painters, sculptors, composers, etc.) and Libraries, Museums and Nature Conservation. The three other industries that rely almost entirely on the output of culture and media are: Radio and Television Broadcasting, and Film and Television Production; Audio Recording; and Publishing. Despite these the ‘dedication’ of these five industries to culture and media, their share in the culture and media sector - with the exception of Arts - was smaller than 10 percent, indicating that being very active in culture and media does not necessarily go hand in hand with being a significant player in the culture and media sector. Conversely, whereas Trade and Transport were important to the culture and media sector (10 percent), culture and media were only marginally important to the Trade and Transport industry as a whole (2 percent).
3.3 Culture and media – by domain
What are the various domains within culture and media and how do they relate to one another?
In the National Accounts, value added and employment are calculated for each industry. However, in this satellite account grouping in the domains and subdomains is used to represent collections of goods and services. This approach provides additional information and nuance regarding the contribution of the various domains and subdomains to the Dutch economy.
Figure 3.3.1 shows the supply of cultural and media products by domain for 2022; Table 2 provides the majority of the information for analysis presented in this section.
Advertising is the largest domain
Advertising is the largest domain within culture and media by far, with a share of 32 percent of the total supply of culture and media products. Next are Media and Audiovisual, with shares of 17 percent and 14 percent, respectively. The other domains are smaller and contribute less than 10 percent each. This includes what we might refer to as ‘traditional’ art and culture, such as Literature (9 percent), Performing arts (7 percent), Visual arts (7 percent) and Heritage (3 percent).
Households spend most on media
Another macroeconomic aggregate that is interesting to break down by domain is household consumption (incl. NPIs), primarily because of dominating of totally different domains here. Households spend little or no money on things like advertising or architecture and design, for instance, and spend the most money (38 percent) on goods and services in the domain of Media (newspapers, periodicals, radio and television). ‘Traditional’ art and culture is also reflected far more in household consumption than in the total supply. Performing Arts (‘a night out’) made up 18 percent of household expenditure, and expenditure on goods and services within the domains of Literature (books), Visual arts (photography, jewellery) and Heritage (museums) were also shown to be much more important in household consumption than in the total supply of cultural and media products.
Table 2 shows which domains are more or less represented in the other macroeconomic aggregates. For example, Advertising makes up roughly half the intermediate consumption of cultural and media products. In terms of exports, in addition to Advertising, the domains of Media and Audiovisual are also key players. The significance of these two domains is partly a result of the aforementioned import and export of licences and royalties from foreign companies that have a branch in the Netherlands.
| Domain | 2022 (% of the total) |
|---|---|
| Advertising | 32.3 |
| Media | 16.8 |
| Audiovisual | 13.7 |
| Literature | 8.7 |
| Performing arts | 6.7 |
| Architecture and design | 7 |
| Visual arts | 6.7 |
| Education | 3.1 |
| Heritage | 2.7 |
| Interdisciplinary and other | 2.3 |
| 1)Supply of cultural and media products (basic prices). Excluding ancillary revenues of cultural institutions, culture-related investments, trade and transport margins, consumption by residents outside the Netherlands and taxes on products minus subsidies on products. | |
| Domain | 2022 (% of the total) |
|---|---|
| Media | 38 |
| Performing arts | 17.6 |
| Audiovisual | 10 |
| Literature | 9.3 |
| Visual arts | 9.3 |
| Heritage | 7 |
| Education | 4.9 |
| Interdisciplinary and other | 2.9 |
| Advertising | 0.8 |
| Architecture and design | 0.1 |
| 1)Household consumption (incl. NPIs) of cultural and media products (purchase prices). Excluding ancillary revenues of cultural institutions, culture-related investments and consumption by Dutch residents outside the Netherlands. | |
3.4 Culture and media – by subdomain
This section uses a fixed template – a fact sheet – to briefly describe the most important characteristics of each of the subdomains in 2022. The elements covered are: an overview of the most important goods and services in the relevant subdomain; the share in the total of culture and media; and a description of the market.
3.4.1 Visual Arts
Visual Arts consists of the subdomains Photography and Other Visual Arts.
Photography subdomain
Main goods and services
Photochemical products, photography and development itself, equipment, licences and royalties.
Total supply and use (purchase prices)
6 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
6 percent.
Supply from domestic output
2.3 billion euros, or 45 percent of the total supply (basic prices).
Main use
Intermediate consumption and exports.
Market characterisation
Most of the supply comes from domestic output and thus contributes to employment in the culture and media sector. The total supply is mainly purchased by other companies (intermediate consumption) or exported. Re-exports represent a substantial proportion of exports, in particular the re-export of photochemical products. ‘Re-exports’ refers to goods that are imported, but are then immediately re-exported without significant processing. The main sector that gains financially from this practice is the Trade and Transport sector. Household consumption is only a limited factor in the market.
| 2022 | |||
|---|---|---|---|
| Visual arts | Photo-graphy | Other visual arts | |
| Domestic output | 2,770 | 2,340 | 430 |
| Imports | 3,860 | 2,820 | 1,030 |
| Total supply (basic prices) | 6,630 | 5,170 | 1,460 |
| Taxes on products minus subsidies on products | 330 | 140 | 190 |
| Trade and transport margins | 1,320 | 650 | 670 |
| Total supply (purchase prices) | 8,280 | 5,960 | 2,320 |
| Intermediate use | 2,760 | 2,690 | 70 |
| Consumption by households (incl, NPIs) | 1,430 | 380 | 1,050 |
| Consumption by government | 0 | 0 | 0 |
| Gross investments in fixed assets | 150 | 130 | 20 |
| Changes in stocks2) | 100 | 30 | 80 |
| Exports from domestic output | 1,060 | 620 | 440 |
| Re-exports | 2,780 | 2,120 | 660 |
| Total use (purchase prices) | 8,280 | 5,960 | 2,320 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables. | |||
Other Visual Arts subdomain
Main goods and services
Jewellery, licences and royalties, original work by visual artists (painters, graphic designers, sculptors).
Total supply and use (purchase prices)
2.3 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
2 percent.
Supply from domestic output
0.4 billion euros, or 29 percent of the total supply (basic prices).
Main use
Household consumption and exports.
Market characterisation
This subdomain is dominated by the Jewellery goods group. Supply is shared more or less equally between domestic output and imports. The trade and transport margins in this area are substantial. The total supply is mainly purchased by households. Some of the domestic output in this subdomain is covered by investment, such as original work by visual artists who generate income from their work in the form of licences and royalties. Another part of the supply falls under the Stock changes item, including the balance of the purchase and sale of valuables, primarily jewellery.
3.4.2 Literature
The domain of Literature consists of the Books and Other Literature subdomains.
Books subdomain
Main goods and services
Books, textbooks, library services, original work by authors and licences and royalties.
Total supply and use (purchase prices)
6.8 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
6 percent.
Supply from domestic output
3.9 billion euros, or 63 percent of the total supply (basic prices).
Main use
Intermediate consumption, household consumption and exports.
Market characterisation
Three-quarters of the supply comes from domestic output and thus contributes to employment in the culture and media sector. Books are the largest goods group in both domestic output and imports. The trade and transport margins in this area are substantial. The majority of the total supply, for example some textbooks, is purchased by other companies (intermediate consumption). The second group of users are households, with household consumption consisting almost entirely of books. Exports are also largely made up of books, as well as licences and royalties to publish the work of Dutch authors abroad. Government consumption consists of library services. Finally, investments relate to original work by writers and academic research within the field of literature; some of the textbooks are also included in investments. This shows that the sale of goods and services within the domain of Literature is quite diverse and not dominated by only one or two categories.
| 2022 | |||
|---|---|---|---|
| Litera-ture | Books | Other literature | |
| Domestic output | 5,630 | 3,850 | 1,770 |
| Imports | 3,000 | 2,210 | 780 |
| Total supply (basic prices) | 8,620 | 6,070 | 2,550 |
| Taxes on products minus subsidies on products | 290 | 160 | 130 |
| Trade and transport margins | 1,080 | 570 | 510 |
| Total supply (purchase prices) | 9,990 | 6,800 | 3,190 |
| Intermediate use | 4,210 | 2,520 | 1,690 |
| Consumption by households (incl, NPIs) | 1,430 | 980 | 450 |
| Consumption by government | 450 | 450 | 0 |
| Gross investments in fixed assets | 780 | 680 | 100 |
| Changes in stocks2) | 100 | 80 | 20 |
| Exports from domestic output | 1,550 | 1,020 | 530 |
| Re-exports | 1,460 | 1,070 | 390 |
| Total use (purchase prices) | 9,990 | 6,800 | 3,190 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables. | |||
Other Literature subdomain
Main goods and services
Printing machines, printing, typesetting, binding and reproduction, other printed material (reference books, calendars, pictures, etc.)
Total supply and use (purchase prices)
3.2 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
3 percent.
Supply from domestic output
1.8 billion euros, or 69 percent of the total supply (basic prices).
Main use
Intermediate consumption and exports.
Market characterisation
Most of the supply consists of domestic output and thus contributes to employment in the culture and media sector. More than half the total supply is purchased by other companies (intermediate consumption). Foreign countries (exports) are the second-most important sales market, with a substantial share of re-exports, with households being the third-largest market in this domain.
3.4.3 Heritage
The Heritage domain has no subdomains.
Main goods and services
Museum services, artefacts and museum pieces.
Total supply and use (purchase prices)
2.9 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
3 percent.
Supply from domestic output
2.4 billion euros, or 88 percent of the total supply (basic prices).
Main use
Consumption.
Market characterisation
This mainly concerns the domestic output of museum services that are consumed by households and the government. Government consumption of museum services results from the fact that households do not always have to pay the full cost price for museum visits. The remainder of the cost is ‘contributed’ from collective resources and is consumed by the government on behalf of households. This is comparable to subsidised education. Changes in Stock relate to the purchase and sale of museum items and artefacts. Exports include the consumption of museum services by non-residents.
| 2022 | |
|---|---|
| Erfgoed | |
| Domestic output | 2,360 |
| Imports | 320 |
| Total supply (basic prices) | 2,680 |
| Taxes on products minus subsidies on products | 70 |
| Trade and transport margins | 130 |
| Total supply (purchase prices) | 2,880 |
| Intermediate use | 520 |
| Consumption by households (incl. NPIs) | 1,070 |
| Consumption by government | 850 |
| Gross investments in fixed assets | 0 |
| Changes in stocks2) | 170 |
| Exports from domestic output | 190 |
| Re-exports | 80 |
| Total use (purchase prices) | 2,880 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables. | |
3.4.4 Performing Arts
The Performing Arts domain has no subdomains.
Main goods and services
Performing arts (performances, operation of venues, etc.), equipment, musical instruments.
Total supply and use (purchase prices)
7.4 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
7 percent.
Supply from domestic output
4.6 billion euros, or 70 percent of the total supply (basic prices).
Main use
Export, consumption by households and intermediate consumption.
Market characterisation
This domain is dominated by the performing arts themselves. In addition to performers, this category also includes the producers of the productions and the operators of the theatres where these productions are ultimately staged. The majority of the supply is for export, followed by household consumption and intermediate consumption (purchase by other companies). Exports of domestic output include overseas performances by performing artists based in the Netherlands. Re-exports consist primarily of equipment and musical instruments.
| 2022 | |
|---|---|
| Performing arts | |
| Domestic output | 4,640 |
| Imports | 1,980 |
| Total supply (basic prices) | 6,620 |
| Taxes on products minus subsidies on products | 340 |
| Trade and transport margins | 460 |
| Total supply (purchase prices) | 7,420 |
| Intermediate use | 1,650 |
| Consumption by households (incl. NPIs) | 2,710 |
| Consumption by government | 200 |
| Gross investments in fixed assets | 0 |
| Changes in stocks2) | 40 |
| Exports from domestic output | 1,220 |
| Re-exports | 1,600 |
| Total use (purchase prices) | 7,420 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables. | |
3.4.5 Audiovisual
The Audiovisual domain consists of the Film and Video and Other Audiovisual subdomains.
Film and Video
Main goods and services
Licences and royalties, production of films, TV programmes, etc., cinema services.
Total supply and use (purchase prices)
5.8 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
5 percent.
Supply from domestic output
2.7 billion euros, or 48 percent of the total supply (basic prices).
Main use
Intermediate consumption and exports.
Market characterisation
This subdomain is dominated by licences and royalties. In principle, licences and royalties are a payment for the right to exploit certain cultural expressions. However, this by no means only concerns cultural expressions produced in the Netherlands. It often involves licences and royalties from Dutch-based divisions of large foreign media companies that have transferred the ownership rights of numerous film and TV productions to the Netherlands for tax reasons, and from there grant others the rights to put on these productions. These are therefore cashflows that do not always correspond to real production activities and are not accompanied by a proportionate contribution to economic factors such as employment. These financial flows noticeably ‘inflate’ imports and exports and intermediate consumption. However, because the same companies both buy and sell licences and royalties, the value added and employment give a more realistic picture of the contribution these companies make to the Dutch economy (see Section 3.5).
| 2022 | |||
|---|---|---|---|
| Audio-visual | Film and video | Other audio-visual | |
| Domestic output | 6,780 | 2,730 | 4,040 |
| Imports | 6,730 | 2,960 | 3,770 |
| Total supply (basic prices) | 13,510 | 5,700 | 7,810 |
| Taxes on products minus subsidies on products | 410 | 70 | 340 |
| Trade and transport margins | 640 | 20 | 620 |
| Total supply (purchase prices) | 14,550 | 5,790 | 8,760 |
| Intermediate use | 4,660 | 2,660 | 2,000 |
| Consumption by households (incl, NPIs) | 1,540 | 270 | 1,260 |
| Consumption by government | 20 | 0 | 20 |
| Gross investments in fixed assets | 820 | 180 | 640 |
| Changes in stocks2) | 280 | 0 | 280 |
| Exports from domestic output | 3,140 | 1,150 | 1,980 |
| Re-exports | 4,100 | 1,520 | 2,580 |
| Total use (purchase prices) | 14,550 | 5,790 | 8,760 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables. | |||
Other Audiovisual
Main goods and services
Equipment (including film cameras), licences and royalties, computer games.
Total supply and use (purchase prices)
8.8 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
8 percent.
Supply from domestic output
4 billion euros, or 52 percent of the total supply (basic prices).
Main use
Exports, intermediate consumption and household consumption.
Market characterisation
As imports account for more than half of the supply, this subdomain makes only a limited contribution to employment in the domestic culture and media sector. The majority of the total supply is exported, predominantly as re-exports consisting largely of equipment. These re-exports therefore depend on cultural and media expressions abroad, rather than in the Netherlands. Exports from domestic output include online content and licences and royalties for computer games and music. Intermediate consumption consists mainly of equipment and licences and royalties for the use of music. Household consumption consists largely of equipment and both physical and online computer games.
3.4.6 Media
The domain of Media consists of the subdomains Newspapers and Periodicals and Radio and TV.
Newspapers and Periodicals
Main goods and services
Newspapers, trade magazines, other periodicals, the printing of these newspapers and periodicals, press agency services.
Total supply and use (purchase prices)
4.2 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
4 percent.
Supply from domestic output
3 billion euros, or 76 percent of the total supply (basic prices).
Main use
Intermediate consumption and consumption by households.
Market characterisation
This is a subdomain with few inputs and outputs: both supply and use take place in the domestic market. Most goods and services are sold to other companies (intermediate consumption), for example the printing of newspapers and periodicals. However, some trade magazines are also bought by companies, and this is counted as intermediate consumption. The remaining supply – primarily newspapers and general periodicals, both in printed form and online – is mainly consumed by households.
| 2022 | |||
|---|---|---|---|
| Media | Newspapers and periodicals | Radio, TV | |
| Total domestic output | 10,400 | 3,030 | 7,360 |
| Imports | 6,260 | 970 | 5,290 |
| Total supply (basic prices) | 16,650 | 4,010 | 12,650 |
| Taxes and subsidies on products | 870 | 170 | 690 |
| Trade and transport margins | 630 | 60 | 570 |
| Total supply (purchase prices) | 18,160 | 4,240 | 13,910 |
| Intermediate consumption | 4,860 | 1,560 | 3,300 |
| Consumption by households | 5,840 | 1,470 | 4,380 |
| Consumption by government | 390 | 0 | 390 |
| Gross fixed capital formation | 120 | 0 | 120 |
| Changes in stocks2) | 60 | -10 | 60 |
| Exports of domestic output | 2,990 | 810 | 2,180 |
| Re-exports | 3,900 | 410 | 3,490 |
| Total use (purchase prices) | 18,160 | 4,240 | 13,910 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables | |||
Radio and Television
Main goods and services
Licences and royalties, equipment (including televisions), telecommunications services, public and commercial radio and television services.
Total supply and use (purchase prices)
13.9 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
13 percent.
Supply from domestic output
7.4 billion euros, or 58 percent of the total supply (basic prices).
Main use
Intermediate consumption, exports and consumption by households.
Market characterisation
As in the film and video subdomain, this subdomain is dominated by licences and royalties, especially through the import and export of licences and royalties from subsidiaries of large international media companies based in the Netherlands. As the import of licences and royalties certainly does not always refer to paying for the right to exploit a cultural expression that was produced abroad in the Netherlands, it follows that nowhere near all exports involve the receipt of a fee for the overseas exploitation of a cultural expression produced in the Netherlands. These are partly tax-induced cash flows within large international media companies. As mentioned above, these are often large amounts that can fluctuate hugely from year to year. The increase in supply and use within the Radio and television subdomain is almost entirely caused (or overshadowed) by the increase in licences and royalties. Household consumption consists of telecommunication services (transmitting the radio and television programmes), equipment and radio and television services. Exports from domestic output consist largely of the aforementioned licences and royalties, which are therefore only partly related to cultural expressions actually produced in the Netherlands. Re-exports almost exclusively concern equipment.
3.4.7 Advertising
The Advertising domain has no subdomains.
Main goods and services
Advertising services for print media, radio, television and online.
Total supply and use (purchase prices)
32.4 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
30 percent.
Supply from domestic output
17.8 billion euros, or 56 percent of the total supply (basic prices).
Main use
Intermediate consumption and exports.
Market characterisation
Almost two-thirds of the advertising services on offer are domestic outputs. Advertising services are mainly provided to companies (intermediate consumption) and exported.
| 2022 | |
|---|---|
| Advertising | |
| Total domestic output (basic prices) | 17,790 |
| Imports | 14,150 |
| Total supply (basic prices) | 31,930 |
| Taxes and subsidies on products | 320 |
| Trade and transport margins | 110 |
| Total supply (purchase prices) | 32,360 |
| Intermediate consumption | 25,000 |
| Consumption by households (incl, NPIs) | 120 |
| Consumption by government | 0 |
| Gross fixed capital formation | 0 |
| Changes in stocks2) | 0 |
| Exports of domestic output | 7,050 |
| Re-exports | 190 |
| Total use (purchase prices) | 32,360 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables. | |
3.4.8 Architecture and Design
The domain of Architecture and Design consists of the Architecture subdomain and the Design subdomain.
Architecture
Main goods and services
Architectural services (building plans and drawings for residential and non-residential buildings, restoration of historical buildings, etc.)
Total supply and use (purchase prices)
2.9 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
3 percent.
Supply from domestic output
2.7 billion euros, or 99 percent of the total supply (basic prices).
Main use
Investments and intermediate consumption.
Market characterisation
The supply consists almost entirely of domestic output. Architectural services are mainly provided to other companies which will actually build the structures designed, with a large part of these services being seen as an investment. A limited proportion of the architectural services are exported, and architectural services for private individuals form an even smaller proportion.
| 2022 | |||
|---|---|---|---|
| Architecture and Design | Architecture | Design | |
| Total domestic output (basic prices) | 5,700 | 2,670 | 3,030 |
| Imports | 1,230 | 20 | 1,210 |
| Total supply (basic prices) | 6,930 | 2,690 | 4,240 |
| Taxes and subsidies on products | 280 | 200 | 70 |
| Trade and transport margins | 0 | 0 | 0 |
| Total supply (purchase prices) | 7,210 | 2,900 | 4,310 |
| Intermediate consumption | 4,190 | 1,320 | 2,870 |
| Consumption by households (incl, NPIs) | 20 | 10 | 10 |
| Consumption by government | 0 | 0 | 0 |
| Gross fixed capital formation | 1,470 | 1,430 | 40 |
| Changes in stocks2) | 0 | 0 | 0 |
| Exports of domestic output | 980 | 140 | 840 |
| Re-exports | 550 | 0 | 550 |
| Total use (purchase prices) | 7,210 | 2,900 | 4,310 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables. | |||
Design
Main goods and services
Design services (industrial, graphic, interior, fashion, etc.), licences and royalties.
Total supply and use (purchase prices)
4.3 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
4 percent.
Supply from domestic output
3 billion euros, or 71 percent of the total supply (basic prices).
Main use
Intermediate consumption.
Market characterisation
The supply consists largely of domestic output, and most sales also take place on the domestic market. Almost all the design services are purchased by other companies that put the designs into production and ultimately deliver them. A significant proportion of both imports and exports consists of licences and royalties relating to the use of these designs.
3.4.9 Education
Main goods and services
Subsidised and private education.
Total supply and use (purchase prices)
3.1 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
3 percent.
Supply from domestic output
3 billion euros, or 100 percent of the total supply (basic prices).
Main use
Consumption by government and households.
Market characterisation
Cultural education consists entirely of domestic output. Subsidised education is financed from collective resources and consumed by the government ‘on behalf of’ households, while private cultural education is consumed directly by households.
| 2022 | |
|---|---|
| Education | |
| Total domestic output (basic prices) | 3,010 |
| Imports | 20 |
| Total supply (basic prices) | 3,020 |
| Taxes and subsidies on products | 70 |
| Trade and transport margins | 0 |
| Total supply (purchase prices) | 3,090 |
| Intermediate consumption | 0 |
| Consumption by households (incl, NPIs) | 760 |
| Consumption by government | 2,300 |
| Gross fixed capital formation | 0 |
| Changes in stocks2) | 0 |
| Exports of domestic output | 30 |
| Re-exports | 0 |
| Total use (purchase prices) | 3,090 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables. | |
3.4.10 Interdisciplinary and Other
Main goods and services
These goods and services cannot easily be assigned to a particular domain. Examples include: public services in the field of culture, especially public administration; information on and booking of cultural events; and support services for artists (management, etc.).
Total supply and use (purchase prices)
2.3 billion euros.
Share in the total supply and use (purchase prices) of cultural and media products
2 percent.
Supply from domestic output
2.3 billion euros, or 100 percent of the total supply (basic prices).
Main use
Consumption by government and households.
Market characterisation
Practically all the supply is generated by domestic output. Its use consists largely of government consumption (public services in the field of culture that the government consumes on behalf of households), household consumption (information and bookings) and a small share of intermediate consumption (including management of artists).
| 2022 | |
|---|---|
| Interdisciplinary and other | |
| Total domestic output (basic prices) | 2,290 |
| Imports | 10 |
| Total supply (basic prices) | 2,300 |
| Taxes and subsidies on products | 40 |
| Trade and transport margins | 0 |
| Total supply (purchase prices) | 2,340 |
| Intermediate consumption | 140 |
| Consumption by households (incl, NPIs) | 440 |
| Consumption by government | 1,720 |
| Gross fixed capital formation | 30 |
| Changes in stocks2) | 0 |
| Exports from domestic output | 10 |
| Re-exports | 0 |
| Total use (purchase prices) | 2,340 |
| 1) For culture and media, amounts in this table have been rounded to the nearest ten million euros or the nearest ten thousand in numbers. As a result, underlying figures do not always add up to the total. 2) Includes the balance of the purchase and sale of valuables. | |
3.5 Importance of the domains
Figure 3.5.1 shows that the importance of the different domains in value added differs from an earlier measure: the total supply of cultural and media products (see Figure 3.3.1). This is, first, because the total supply also includes imports, meaning that domains with high levels of imports decrease in importance if those imports are excluded. In addition, the relationship between input and output differs between domains, therefore also affecting the final value added.
For example, in 2022 the importance of the Audiovisual domain in value added, and thereby also in the Dutch economy, is significantly smaller than its share in the total supply and use of cultural and media products. This occurs partly because there are a lot of imports and re-exports in this domain, as well as because this domain involves significant financial flows from licences and royalties that do not always relate to cultural expressions produced in the Netherlands. These financial flows are primarily concentrated in intermediate consumption and domestic output. However, when calculating value added, only the balance of these flows remains.
The sharp decline in the importance of the Audiovisual and Media domains automatically produced an increase in the importance of the other domains. The shares of both Architecture and design and Education are increased, partly because they have few imports and partly because these are activities with a relatively high value added. All in all, Advertising is the biggest domain in this area, too.
The approach to the various domains from the perspective of value added therefore yields a somewhat different picture from that of factors such as the share in total supply or use. It is important to emphasise again that this is a rough indication; the direction of change is more robust than the absolute size of the calculated value added.
| Domain | Total supply of cultural and media products (basic prices) (% of the total) | Gross value added (basic prices) (% of the total) |
|---|---|---|
| Advertising | 30.4 | 25.1 |
| Media | 17.1 | 15.4 |
| Architecture and design | 6.8 | 10.4 |
| Performing arts | 7 | 8.7 |
| Literature | 9.4 | 8.6 |
| Education | 2.9 | 8.3 |
| Audiovisual | 13.7 | 9.8 |
| Visual arts | 7.8 | 4.6 |
| Heritage | 2.7 | 4.1 |
| Interdisciplinary and other | 2.2 | 5 |
| 1) Excluding ancillary revenues of cultural institutions, culture-related investments, trade and transport margins and consumption by residents outside the Netherlands. | ||
| Domain | Employed persons (labour years) (% of the total) | Gross value added (basic prices) (% of the total) |
|---|---|---|
| Advertising | 24.5 | 25.1 |
| Media | 10.3 | 15.4 |
| Architecture and design | 11.4 | 10.4 |
| Performing arts | 11 | 8.7 |
| Literature | 9 | 8.6 |
| Education | 8.8 | 8.3 |
| Audiovisual | 8.1 | 9.8 |
| Visual arts | 5.4 | 4.6 |
| Heritage | 7.5 | 4.1 |
| Interdisciplinary and other | 4.1 | 5 |
| 1)Excluding ancillary revenues of cultural institutions, culture-related investments and trade and transport margins. | ||
Figure 3.5.2 offsets the share of value added against employment for the various domains. Differences between the share of value added and employment can be roughly attributed to differences in labour productivity and remuneration of labour as a production factor. Labour productivity in the Media domain is above average, partly because this is a somewhat more capital-intensive sector; consider telecom companies, for example. This means that high value added can be achieved with somewhat fewer employed persons. In the domains of Performing arts, Visual arts and Heritage, the share in employment is higher than the share in value added. This arises from a somewhat lower labour productivity, which may be linked to a lower remuneration of labour as a production factor. Here, too, Advertising remains the largest domain.
The detailed results for the beta indicators of value added and employment by domain and subdomain are presented in Table 3.