Rik van de Westelaken warns against overexposure of Wie is de Mol?
Amsterdam, zaterdag, 2 mei 2026.
Presenter Rik van de Westelaken says the long-running show Wie is de Mol? risks losing its impact due to excessive exposure. Despite solid total reach, linear viewing numbers have dropped to around 1.5 million—the lowest since 2010. Van de Westelaken points to scheduling changes, including a shift from January to March and delays in airing the anniversary season, as contributing factors. He calls current efforts ‘overkill’ and urges better protection of the show’s cultural role. According to him, the program uniquely connects generations through shared puzzle-solving. Its success supports funding for smaller NPO programs. A new streaming-only season is planned, even as debates grow louder. Tonight marks the live finale of season 26.
falling viewership despite strong legacy
Linear kijkcijfers for Wie is de Mol? have declined to approximately 1.5 million viewers per episode, marking the lowest figures since March 2010 [1]. Total reach, including streaming via NPO Start, stands at 2.5 million per episode [1]. The drop coincides with a schedule change moving the season from January to March, a period historically associated with lower television consumption [2]. Presenter Rik van de Westelaken attributes part of the decline to disrupted timing, noting the anniversary season was postponed from September to November 2026, compressing broadcast cycles [2].
presenter critiques strategic overexposure
Rik van de Westelaken, who has hosted ten seasons of the show, expressed concern over what he describes as “overkill” surrounding Wie is de Mol? [2]. In an interview with NU.nl, he advocated for greater protection of the program’s cultural value [2]. He emphasized its rare ability to connect different age groups through collective puzzle-solving, aligning it with the public broadcasting mission of NPO [2]. According to Van de Westelaken, preserving the show’s integrity ensures continued financial support for smaller programming initiatives [2].
producers defend appeal amid criticism
Despite declining linear ratings, producer Rob Goossens maintains confidence in the show’s ongoing popularity and viewer engagement [3]. Season 26, filmed in Tanzania, featured challenges rooted in local culture and landscapes, drawing praise for its production quality [1]. While acknowledging shifts in viewing habits, Goossens highlighted sustained interest across digital platforms [3]. The live finale aired on May 2, 2026, on NPO 1, concluding the journey of contestants such as Bram Krikke, Daan Boom, and Quinty Misiedjan [1].
future plans include dedicated streaming content
A new streaming-exclusive season of Wie is de Mol? is currently in development, signaling AVROTROS’s commitment to evolving with viewer preferences [1]. This move follows increasing reliance on NPO Start, where many fans choose to watch episodes post-broadcast [2]. The decision reflects broader trends in media consumption but also raises questions about balancing accessibility with exclusivity [1]. Creators continue to explore narrative twists, though recent technical difficulties—such as issues during an underwater quiz in episode eight—have sparked internal reviews [1].