kijktijden

Kijktijden, in Dutch media research, refer to the amount of time that viewers spend watching television or video content. It is typically reported as the average viewing time per viewer for a program or channel, and as total minutes watched over a specified period. This metric complements viewer counts (kijkcijfers) by indicating how engaged viewers are with the content.

Measurements are collected by audience research organizations in the Netherlands, notably Stichting Kijkonderzoek (SKO). A representative panel of households is equipped with devices such as a people meter that records which channel is watched and for how long. The resulting data are weighted to reflect the Dutch population and are published for broadcasters, advertisers, and researchers. Depending on the system, timeshifted viewing (catch-up or on-demand) may be included or reported separately.

Kijktijden are used to assess program success, plan scheduling, and set advertising rates. Higher average viewing times can indicate stronger engagement and can influence compensation models or commercial timing. They are often analyzed alongside kijkcijfers (the number of viewers) and other metrics such as reach and share, to provide a fuller picture of audience behavior. The metric is sensitive to time of day, day of week, program genre, and demographic factors, and can vary with broader social trends or major events.

Limitations include reliance on a sample of households and the complexity of measuring multi-device and on-demand viewing. As media consumption evolves with streaming services, measures of viewing time continue to adapt to capture a broader range of viewing experiences.