Satellite account for culture and media 2022

Summary

This publication, the satellite account for culture and media, is the third edition of the satellite account commissioned by the Ministry of Education, Culture and Science. The previous edition published in 2021 included results for 2015 and 2018, and reflected the revised results of the national accounts for 2015. The results in this edition reflect the most recent revision, and relate to 2021. The years 2015, 2018 and 2022 are also covered.

The share of culture and media in GDP and employment is down slightly 

The share of culture and media in the gross domestic product (GDP) of the Netherlands in 2022 was 3.3 percent. This is slightly lower than the 3.4 percent recorded in 2018. In absolute terms, the contribution of culture and media to GDP increased from 26.9 billion euros to 33 billion euros. As employment increased from 312,000 labour years in 2018 to 331,000 in 2022, the share of culture and media in total employment remained stable at 4.1 percent.

Of the main macroeconomic indicators, the domestic output, imports and the intermediate consumption of culture and media increased less than the economy as a whole. This is reflected in a decrease in the share of culture and media in these macro totals; for example, the share of culture and media in domestic output decreased from 3.8 percent in 2018 to 3.3 percent in 2022. 

Summary of macro totals for culture and media and the Dutch economy1)
Culture and mediaShare of culture and media
201520182022201520182022
mln euro%
SUPPLY OF GOODS AND SERVICES
Domestic output (basic prices)48,24059,26066,8203.63.83.3
Imports20,32026,93038,5403.84.54.4
Total supply (basic prices)68,56086,190105,3603.64.03.7
USE OF GOODS AND SERVICES
Intermediate consumption32,46043,25048,0904.45.14.3
Consumer expenditure17,10018,31022,8703.53.43.4
Gross fixed capital formation2,8503,3203,7901.92.11.9
Exports18,04023,55032,9703.13.43.4
Total use (purchase prices)70,80088,740108,4803.64.03.6
VALUE ADDED
Gross value added(basic prices)21,89024,39029,8803.53.53.4
Bruto toegevoegde waarde (aankoopprijzen) (bbp)24,12026,94033,0003.43.43.3
x 1,000
EMPLOYMENT%
Total number of employed persons3603723924.14.03.9
Total labour years:all employed persons2943123314.24.14.1
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.

Advertising is the largest domain

The total supply of culture and media increased from 86.2 billion euros in 2018 to 105.4 billion euros in 2022. Within the total supply of cultural and media products, the domains of Advertising (32 percent) and Media (17 percent) were the largest in 2022. Within household consumption, the Media domain was the largest in 2022 with a 38 percent share, followed by the Performing Arts domain (18 percent). The share of the various domains therefore differs per macroeconomic variable.

In terms of the share of value added, Advertising remains the largest domain (25 percent). However, the domains of Architecture and Design (10 percent), Performing Arts (9 percent), Literature (9 percent), Heritage (4 percent) and Education (8 percent) are gaining in importance in relation to their share of the total supply of cultural and media products. This is partly because the supply of these domains relies more on domestic output, and therefore contributes more to the Dutch economy. These domains also have high value added due to factors such as the higher labour intensity of their economic activities. The importance of the Media and Audiovisual domains in terms of added value and employment is smaller compared with their share in the total supply. This is because these domains involve more imports and re-exports, and also because the incoming and outgoing financial flows related to licences and royalties are offset to some extent, with only the value added remaining. 

Aanbod Cultural and media products naar domein, 2022 ¹⁾
Cultural and media products Price (billions of euros)
Interdisciplinary and other 2,3
Heritage 2,7
Education 3,0
Visual arts 6,6
Architecture and design 6,9
Performing arts 6,6
Literature 8,6
Audiovisual 13,5
Media 16,7
Advertising 31,9
¹⁾ Cultural and media products (basic prices) in billions of euros

Advertising and market research is the most important industry 

Within the culture and media sector, the largest industries in 2022 were Advertising and Market research (12 percent), Art (11 percent), and Trade and Transport (10 percent). Although Trade and Transport is not a cultural or media product in itself, it is an indispensable link in bringing together supply and demand in relation to cultural and media products. Trade and Transport margins in the domain of Visual Arts (including Jewellery), for example, are high.

Government expenditure on culture and media is lower

The share of culture and media in total expenditure decreased in almost every tier of government between 2018 and 2022. This was because the increase in other areas of government expenditure was larger than the increase in expenditure on culture and media.

The share of culture and media in total government expenditure decreased from 1.5 percent in 2018 to 1.3 percent in 2022. In 2022, the share ranged from 1.1 percent for the central government to 16.9 percent for local non-profit institutions (NPIs), which are the local museums, libraries and regional broadcasters that are treated as government organisations.

Expenditure on culture is mainly focused at the local level, while expenditure on broadcasting and publishing (media) is concentrated more at the central government level.