Being the jack-of-all-trades of the Dutch Music Landscape, the Veelkleurig audience members find it hard to choose between Mozart and Lil’Kleine. They know all genres and they consume it all. Their knowledge of new music is higher than average. Their discovery process is more often online than the other audiences and they tend to use suggestions by Spotify and Shazam.
Being forced to make a decision, their ball falls in the Electronic Dance, R&B and Ambient court, but they can also appreciate Pop or Modern Classical. Less favourite are Rock, Metal, Country Dutch and Schlagers Music.
They have quite an attractive spending pattern when it comes to music, being teh second most spending audience in the Netherlands. They love anything new and maintain an average to frequent out of home behaviour when it comes to live music and festivals.
Not suprisingly their enrollment in streaming services is the highest
in the Dutch market: 54% has a streaming subscription.
86% listens to the radio.