VPRO
Dutch public broadcaster offering innovative documentaries, investigative journalism, culture, and art content.
VPRO at a glance
VPRO is an entertainment & streaming website and one of the most visited sites in Netherlands, currently ranked #31 in the country. It was founded in 1926 by VPRO Association and is headquartered in Hilversum, Netherlands. Today VPRO is owned by NPO (Dutch Public Broadcasting). Our estimates put its audience at ≈ 11.5 million visits per month. The business earns money mainly through public funding, member subscriptions, content distribution. Its closest rivals include npo.nl, nos.nl, bnnvara.nl.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 10.8 million / month | +2% |
| Q2 | ≈ 11.2 million / month | +3% |
| Q3 | ≈ 11.5 million / month | +3% |
| Q4 | ≈ 12.2 million / month | +6% |
Traffic sources
- Direct63%
- Organic search21%
- Social8%
- Referral5%
- Paid3%
Audience & demographics
- Men54%
- Women46%
- Age 18-2428%
- Age 25-3429%
- Age 35-4421%
The audience is concentrated in Netherlands, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Netherlands86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 3.4 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Netherlands
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| vpro | 1 | Very high | Dominant |
| watch online | Top 10 | High | — |
| live stream | Top 10 | High | — |
| subscription price | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Netherlands web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 74% mobile
- Position in country
- Among the leading entertainment & streaming apps in Netherlands
Company information
- Website
- vpro.nl
- Sector
- Entertainment & Streaming
- Owner
- NPO (Dutch Public Broadcasting)
- Owner type
- Public association
- Founders
- VPRO Association
- Founded
- 1926
- Headquarters
- Hilversum, Netherlands
- Employees
- 350+
- Ownership
- NPO (Dutch Public Broadcasting) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- Undisclosed
- Languages
- Dutch
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- Undisclosed
- Ownership
- Public association
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
VPRO operates an entertainment and streaming service focused on Netherlands. Dutch public broadcaster offering innovative documentaries, investigative journalism, culture, and art content. Revenue comes mainly from public funding, supported by the other lines listed below.
- Public funding
- Member subscriptions
- Content distribution
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Netherlands
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Netherlands)
- #31 in this index
- Sector rank
- Leading entertainment & streaming site in Netherlands
- Global rank
- 5100
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| npo.nl | ≈ 6.9 million / month | #32 class competitor | — |
| nos.nl | ≈ 5.2 million / month | #33 class competitor | — |
| bnnvara.nl | ≈ 3.4 million / month | #34 class competitor | — |
What is VPRO?
VPRO (vpro.nl) is an entertainment and streaming service serving users in Netherlands. Dutch public broadcaster offering innovative documentaries, investigative journalism, culture, and art content. It ranks #31 among the most visited websites in the country in this index, within the entertainment & streaming category.
Who owns VPRO?
The site is operated by NPO (Dutch Public Broadcasting), founded by VPRO Association. The company was established in 1926 and is headquartered in Hilversum, Netherlands. It employs around 350+.
Traffic and audience
Traffic estimates place VPRO at roughly 11.5 million visits per month, about 0.4 million per day. Around 74% mobile of sessions come from mobile devices, and visitors view about 6.9 pages per visit with an average session of 14 min.
How VPRO makes money
Revenue comes primarily from public funding, alongside member subscriptions, content distribution.
Competitors in Netherlands
Its closest rivals include npo.nl, nos.nl, bnnvara.nl.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1926
VPRO is founded in Hilversum, Netherlands.
- Growth phase
Expands its entertainment & streaming offering and moves to a mobile-first product.
- Today
Ranks #31 among the most visited websites in Netherlands.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Large local content library
- Live sports or exclusive originals
- Works across mobile, web and TV apps
- Affordable local pricing tiers
Cons
- Content rotates out of the catalogue
- Ad-supported tier interrupts playback
- Rights restrictions limit some titles
- Streaming quality varies on weak connections
Key statistics
Frequently asked questions
Who owns VPRO?
VPRO is operated by NPO (Dutch Public Broadcasting). Public association structure, based on public filings and press reporting.
Where is VPRO headquartered?
VPRO is headquartered in Hilversum, Netherlands.
When was VPRO founded?
VPRO was founded in 1926 by VPRO Association.
How many employees does VPRO have?
VPRO employs approximately 350+ people.
What is VPRO's revenue?
VPRO's revenue: Undisclosed.
Who are VPRO's competitors?
Main competitors in Netherlands include npo.nl, nos.nl, bnnvara.nl.
How does VPRO make money?
Mainly public funding, member subscriptions, content distribution.
Is VPRO publicly traded?
VPRO's ownership: Public association.
How many visitors does VPRO get?
Third-party estimates place VPRO at roughly 11.5 million visits per month, mostly from Netherlands, with 74% mobile traffic.
Is VPRO safe?
VPRO is an established entertainment & streaming site founded in 1926 and ranked #31 in Netherlands; use the official domain vpro.nl and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsvpro.nl
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageNetherlands and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos