What Omroep MAX does

Omroep MAX (legal name Omroepvereniging MAX) is a Dutch public broadcasting association (omroepvereniging) structured as a member-owned vereniging under Dutch law, headquartered at Media Park in Hilversum. Founded in 2002, the organization produces television, radio, and digital content specifically designed for and from the perspective of Dutch adults aged 50 and older. Programming is distributed via the NPO public broadcasting system across NPO1, NPO2, and NPO3 television channels, NPO Radio 5, and the NPO Start streaming platform. Flagship properties include Heel Holland Bakt (the Dutch Great British Bake Off franchise, currently in Season 16), MAX Vakantieman, De Grannies van Amsterdam, and radio shows such as Goeiedag Haandrikman!, Lunch Lekker, and De Avondstart.

The organization's business model combines statutory public broadcasting funding allocated through the NPO under the Dutch Media Act (Mediawet) with a low-friction membership program priced at €8.50 per year. Membership — reported at over 400,000 and rising to 430,000+ in member recruitment contexts — drives both funding eligibility and direct revenue, and grants access to an ecosystem of member-exclusive services: the MAX Ledenblad/Magazine (5 issues per year), MAX Ombudsman (free legal assistance), MAX Opinie Panel, MAX Meeting Point forum, MAX Seniorencoach, MAX Winkel merchandise shop, and a calendar of member-only activities (concerts, day trips, multi-day tours, museum visits, bingo, cruises) ticketed via the Ticketpoint-powered MAX Tickets platform. Marketing and distribution run through NPO broadcast, NPO Start, omroepmax.nl, email newsletters, MAX Magazine, MAX Winkel, social channels (TikTok, Facebook, Instagram, LinkedIn), and a member referral ('leden werven leden') program.

Technically, MAX does not operate a proprietary platform; it relies on NPO's shared broadcast and streaming infrastructure, with analytics handled via NPO Tag (Govolte plugin) and Bitmovin video player telemetry. Commerce runs on third-party systems: Ticketpoint for ticketing, Midland Tours for multi-day travel, and various museum and venue partners for activities. The technology stack is conventional, and there is no public or partner-facing API. Governance is by the membership base, with no external equity investors, venture capital, or parent company, and the organization operates exclusively within the Netherlands.

Name

Omroep MAX

Legal name

Omroepvereniging MAX

Website

https://omroepmax.nl

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

Omroep MAX is a Dutch public broadcasting association and member-owned vereniging serving Dutch adults aged 50 and older, producing television, radio, and digital content distributed via the NPO system to over 400,000 paying members across the Netherlands.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Subscriptions: Annual membership fee of €8.50 per year per member. Members receive the MAX Ledenblad (magazine) 5 times per year by post and the online version bi-weekly by email, plus access to member activities, MAX Ombudsman service, and discounts on events and the MAX Winkel shop. Membership counts toward the organization's statutory member count under the Dutch Media Law (Mediawet). Over 400,000 members reported.
2. Public Broadcasting Funding: As a Dutch public broadcasting association (omroepvereniging), MAX receives government/public funding through the NPO system, which is allocated based on member count and audience reach. This is the primary funding mechanism for program production.
3. Member Activities and Ticket Sales: MAX organizes and sells tickets for exclusive member activities including concerts (MAX Orkest, Zondagochtendconcerten), trips (Drenthe & Friesland, Zwarte Woud & Bodensee), cruises (Biesbosch, Betuwse Fruittocht), events (Ledendagen, MAX Bingo, Royal Delft visits, Space Expo), and recordings (MAX Vakantieman studio visits, MAX Zomerarrangement). Ticket sales are facilitated by Ticketpoint via MAX Tickets (maxtickets.nl) and telephone sales. Prices range from €4.99 to €1,179 per person.
4. MAX Winkel (Merchandise Shop): MAX operates the MAX Winkel (maxwinkel.nl), an e-commerce shop selling MAX-branded merchandise. The shop offers discounts to members. Orders are fulfilled by MAX's public service team with a delivery timeframe of up to 30 working days.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels14 records

Core offering

Omroep MAX is a Dutch public broadcasting association (omroepvereniging) that produces and broadcasts television and radio programs targeted at Dutch adults aged 50 and older via the NPO platform (NPO 1, 2, 3 and NPO Radio 5). Beyond broadcasting, it operates as a membership organization selling an annual membership (€8.50) that grants access to a printed members' magazine (MAX Magazine/Ledenblad), free legal assistance (MAX Ombudsman), an opinion survey panel, an online community (MAX Meeting Point), a merchandise e-commerce shop (MAX Winkel), and exclusive member activities including concerts, day trips, multi-day tours, cruises, and museum visits.

Product overview

Omroep MAX is a Dutch public broadcaster (omroepvereniging) focused on the 50-plus demographic, operating as a platform with multiple products and services. The core offerings include MAX Magazine (members magazine published 5x/year), MAX Ombudsman (free legal assistance), MAX Opinie Panel (opinion research), MAX Meeting Point (online community), and MAX Winkel (e-commerce store). The television portfolio features flagship shows like Heel Holland Bakt (baking competition), MAX Vakantieman (travel show), De Grannies van Amsterdam (documentary series), and various other programs. MAX also operates radio shows on NPO Radio 5 including De Avondstart and Goeiedag Haandrikman!. Member-exclusive activities include concerts, day trips, multi-day tours, and special events. The organization is funded through membership fees (€8.50/year) and serves approximately 400,000+ members.

Differentiator

Problem solved

Functional benefit

Brands

• MAX Vandaag: News and information platform associated with Omroep MAX
• Heel Holland Bakt
• MAX Vakantieman
• MAX Meeting Point
• MAX Maakt Mogelijk
• MAX Meldpunt
• MAX Magazine
• MAX Winkel
• MAX Tickets
• MAX Ombudsman
• MAX Opinie Panel
• MAX Orkest
• De Grannies van Amsterdam
• MAX Ledendagen
• MAX Zomerarrangement

Products and services

• Annual MAX Membership Annual paid membership in Omroepvereniging MAX priced at €8.50/year for Dutch residents aged 16 and older, providing access to all MAX member services, the printed members' magazine, legal assistance, opinion panel, community forum, and exclusive member activities.
• MAX Magazine / Ledenblad Printed members' magazine published 5 times per year and delivered by post to MAX members, with a bi-weekly online version delivered by email. Covers programming, member activities, and editorial content tailored to the 50-plus demographic.
• MAX Ombudsman Free legal assistance service available to MAX members, providing help with juridical problems, questions, and complaints about institutions and companies. Operated on weekdays by the MAX Ombudsman team.
• MAX Opinie Panel Free opinion research panel where MAX members participate in surveys on current topics, with results published across MAX's television, radio, and digital channels.
• MAX Meeting Point Online community forum for MAX members to discuss topics, share experiences, and connect with other members.
• MAX Winkel E-commerce shop at maxwinkel.nl selling MAX-branded merchandise and products, with member discounts available. Orders fulfilled by MAX's public service team with delivery within 30 working days.
• MAX Tickets Online ticketing platform for MAX events and member activities, powered by Ticketpoint Nederland B.V., with both online (maxtickets.nl) and telephone sales (0900-90008000) channels.
• MAX Member Concerts and Performances Exclusive member-only concert and performance events including MAX Orkest orchestra concerts, Zondagochtendconcerten Sunday morning concerts in Rotterdam, Jan Smit jubilee concerts, Wibi Soerjadi garden concerts, and MAX Bingo events with live entertainment. Ticket prices range from €18.50 to €295 per person.
• MAX Reizen (Member Travel Packages) Multi-day exclusive travel packages for MAX members, organized in partnership with Midland Tours, including trips to Drenthe & Friesland (5 days, from €731.50 p.p.) and the Black Forest & Bodensee (7 days, from €1,179 p.p.), with single-room supplements available.
• MAX Zomerarrangement (Summer Arrangement) Annual 4-day/3-night summer holiday package for MAX members at Van der Valk Hotel Sassenheim–Leiden, from €454.50 per person in a double room. Includes accommodation, breakfast, dinners, excursion to Katwijk, canal cruise, exercise session, and entertainment.
• MAX Boat Cruises Exclusive member boat cruises including Biesbosch lunch cruise (€54.95 p.p.) and Betuwse Fruittocht on the Linge (€53.95 p.p.), each offering 4-hour cruises with coffee/tea, apple cake, lunch buffet, and drinks.
• MAX Museum and Cultural Visits Exclusive member museum and cultural visits including Space Expo (€15 p.p.), Museum Joure with guided tour and lunch (from €31.95 p.p.), and Royal Delft with High Tea (from €44.95 p.p.). Each includes guided tours and refreshments.
• MAX Ledendagen (Member Days) Annual MAX Member Day events held at multiple locations, priced at €17.50 per person, including entrance, cloakroom, coffee/tea, and member-focused entertainment and programming.
• MAX Vakantieman Studio Attendance Studio attendance experience for the MAX Vakantieman television recording at Studio 5, Media Park Hilversum, priced at €4.99 per person, including studio entry and a €20 VVV voucher.

Quantifiable outcome

• 400,000+ members contributing to statutory public broadcasting funding eligibility and providing a direct community and revenue base
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Ticketpoint Nederland B.V.coreChannel Partner/ Reseller/ DistributorTicketpoint handles ticket sales and fulfillment for MAX events and member activities via its online platform (maxtickets.nl) and telephone sales (0900-90008000). MAX acts as the event organizer; Ticketpoint intermediates between the buyer and MAX as a ticketing platform. Registered in Zaltbommel, Netherlands.
• Midland TourscoreStrategic or Co-development PartnerMidland Tours organizes multi-day member trips exclusively for MAX members, including 5-day trips to Drenthe & Friesland and 7-day trips to the Black Forest & Bodensee. MAX provides member access and promotion; Midland Tours provides logistics, accommodation, and guided tours.
• Van der Valk Hotel Sassenheim – LeidenminorStrategic or Co-development PartnerPartner hotel for the annual MAX Summer Arrangement, providing accommodation, restaurant (Nest), and leisure facilities (sauna, fitness, casino) for 4-day/3-night member stays in the Bollenstreek region.
• Rederij van HulstminorStrategic or Co-development PartnerBoat cruise operator providing the canal cruise portion of the MAX Summer Arrangement, taking members on a cruise of the Kagerplassen.
• Rederij RivierenlandminorStrategic or Co-development PartnerBoat cruise operator providing Biesbosch lunch cruises from Sleeuwijk for MAX members. Cruises include 4-hour navigation through Nationaal Park De Biesbosch with lunch buffet.
• NPO (Nederlandse Publieke Omroep)coreStrategic or Co-development PartnerMAX is part of the Dutch public broadcasting system (NPO). NPO provides the broadcast infrastructure and distribution platforms (NPO1, NPO2, NPO3, NPO Radio 5, NPO Start) for MAX's television and radio programming. MAX receives airtime and public funding based on its member count. NPO also provides analytics services via the NPO Tag/Govolte plugin and Bitmovin video player.
• Space ExpominorStrategic or Co-development PartnerNational space museum in Noordwijk offers exclusive MAX member arrangements including museum entry, coffee/tea reception, and guided tours showcasing moon rocks and André Kuipers' Soyuz capsule.
• Museum JoureminorStrategic or Co-development PartnerMaakmuseum in Joure (birthplace of Douwe Egberts) offers MAX member packages including guided tours, coffee tastings, and lunch, spanning 10 monumental buildings with exhibits on coffee/tea, metalwork, printing, and clockmaking.
• Royal DelftminorStrategic or Co-development PartnerRoyal Delft museum and factory offers MAX members exclusive visits including guided tours of the museum and factory, followed by a Royal High Tea served on Delft Blue porcelain, plus a small gift to take home.
• NPO / Nationaal Media Onderzoek (NMO)minorOthersMAX participates in the Nationaal Media Onderzoek (NMO) conducted by the NPO, which tracks web statistics and audience behavior for public broadcaster performance reporting as required by the Dutch Media Act.
• WhoozminorOthersWhooz provides data to MAX for member recruitment communications, enabling MAX to reach potential members with information about its services and membership. Governed by Whooz's own privacy policy.
• Duco Bauwens (Nederland in Beweging)minorOthersDuco Bauwens leads the Nederland in Beweging! exercise session during the MAX Summer Arrangement, followed by a Meet & Greet with tips and tricks.
• John & Kees de BeverminorOthersMusical duo John & Kees de Bever perform during MAX Bingo events, providing entertainment alongside the bingo games for member audiences.
• Jan SmitcoreOthersPopular Dutch singer Jan Smit holds his 30-year anniversary concert in 2026 at Marina Park Volendam, co-organized with MAX as an exclusive member event. The concert features guest appearances by Jan Keizer and Frans Bauer, with the Marcel Fisser Band.
• Paul Hollywood and Prue Leith (The Great British Bake Off)minorOthersMAX broadcasts Season 16 of The Great British Bake Off (original UK format), with judges Paul Hollywood and Prue Leith, and hosts Alison Hammond and Noel Fielding. Broadcasts weekdays at 15:50 on NPO 1.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AVROTROS: One of the largest Dutch public broadcasting associations within the NPO system, producing general-interest television, radio, and member services funded under the same Mediawet framework as Omroep MAX. Directly comparable as a member-driven omroepvereniging competing for NPO airtime, public funding, and audience share.
• BNNVARA: Dutch public broadcasting association created from the 2024 merger of BNN and VARA, broadcasting entertainment, current affairs, and drama on the NPO channels. Shares MAX's omroepvereniging structure, NPO funding model, and member-driven content philosophy.
• PowNed: Dutch public broadcasting association producing television and online content under the NPO system, with a digital-first, younger-skewing profile. Comparable in regulatory framework and member-driven funding, but contrasts with MAX's senior demographic focus.
• EO (Evangelische Omroep): Dutch public broadcasting association within the NPO system with a defined ideological profile, producing television, radio, and online content for a defined member community. Comparable as a member-led omroepvereniging sharing the same Mediawet funding allocation and distribution channels as MAX.
• VPRO: Long-established Dutch public broadcasting association within the NPO system producing documentaries, drama, and cultural programming. Comparable as an omroepvereniging sharing the same distribution (NPO 1/2/3) and statutory funding mechanism as MAX.
• WNL (WNL Omroep): Dutch public broadcasting association producing news, current affairs, and talk programming within the NPO system. Shares MAX's omroepvereniging status, Mediawet entitlement, and member-based funding model.
• KRO-NCRV: Dutch public broadcasting association formed through the merger of KRO and NCRV, operating within the NPO system on the same Mediawet regulatory footing as MAX. Directly comparable in governance (vereniging), public funding model, broadcast channels, and member-driven engagement.
• HUMAN (Humanistische Omroep): Dutch public broadcasting association focusing on humanist themes, documentaries, and drama within the NPO system. Directly comparable as an omroepvereniging competing for the same statutory funding pool, broadcasting slots, and audience share.

Broad incumbents

• BBC (British Broadcasting Corporation): Largest UK public service broadcaster, funded through the licence fee and producing television, radio, and online content under a public-service remit analogous to the Dutch NPO framework. Comparable as a public-interest broadcasting incumbent with member/audience-based funding, though operating at significantly larger scale than MAX.

Emerging players

• AARP: US-based membership organization for adults 50+ that combines advocacy, content/media (AARP The Magazine, TV programming partnerships, streaming content), and member benefits (discounts, travel, insurance). Comparable to MAX in its demographic-specific membership model, content production for older audiences, and broad member-benefit ecosystem, though geographically distinct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/OmroepMAX
• YouTubeyoutube.com/@OmroepMAX
• Facebookfacebook.com/OmroepMAX
• LinkedInlinkedin.com/company/omroep-max
• Instagraminstagram.com/OmroepMAX_

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Omroep MAX