Despite a lack of steady governmental support for PV in the Netherlands over the last decade, from 2008 onwards an increased number of initiatives started experimenting with new business models for PV. Though absolute numbers of installed capacity are still low, this is a promising sign. In this article we aim to contribute to the understanding of these developments by using insights from both business model and transition studies literature (i.e. Strategic Niche Management). By performing a literature study and a series of interviews we found three main types of business models: Customer-Owned, Community Shares and Third Party. Financial viability of these was found to be heavily dependent on net metering regulations which are surrounded by uncertainty and struggle about its meaning and application. Also, the overall PV niche is maturing. We found several local and national organizations lobbying for expansion of the space for PV business model experiments and enabling knowledge sharing and networking between initiatives. Furthermore, a number of regime players is getting involved in the PV niche. Considering the current economic turndown and related subsidy cuts in many other countries we believe the Netherlands, with its relatively poor and unstable support system, could serve as an example. (C) 2013 Elsevier Ltd. All rights reserved.