Despite some viewing it as a dying medium, radio broadcasts still remain popular among Belgians, with millions tuning in each day to listen to the latest hits, road traffic warnings or lively debates. But which station is most popular in the country?
The Media Information Centre (CIM), a group which analysis the media habits of Belgian consumers, published its results for 2023 on Tuesday, showing the popularity of all of the major radio stations in Belgium.
CIM surveyed 24,000 media consumers, mapping their radio consumption habits. This includes traditional FM, DAB+ and online radio streaming.
The results reveal a more competitive media landscape in the French-speaking regions of Belgium, compared to in Flanders.
Credit: Media Information Centre
In Wallonia and Brussels, the most listened to radio station this year was RTBF-owned VivaCité. Each day, over half a million people tune into the station. The station occupied 13.53% of market share. The average listener spends 133 minutes tuned into the station.
In second place is pop music station Radio Contact, with around 470,000 people tuning in each day. The average person spends over 140 minutes listening each day. Radio Contact controlled 14.14% of market share, making it the most successful channel.
French-language retro music station Nostalgie came in at third place, attracting 486,000 people each day. The channel controls a 13.06% share of the French-speaking market. Listeners spend 132 minutes tuned in, on average.
Credit: Media Information Centre
Among Flemish radio stations, VRT-owned Radio 2 was the dominant player. It controls the largest audience by far, with over a million daily listeners. It controls 23.54% of market share and listeners tune in for an average of 228 minutes a day.
In second place is Qmusic, which attracts 772,000 listeners per day with a 14.5% market share. DPG Media's Joe radio comes in at third with 491,000 daily listeners.
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CIM also notes an increasing shift towards alternative means of consuming radio content. While digital radio (DAB+) listening has increased sharply in recent years, jumping from 17% of listening equipment in the French-speaking regions of Belgium in 2018 to 42% in 2022, online listening – either through websites or mobile apps – is also on the rise.
"Radio streaming is gaining importance every day," the media analysts say. "This is not internet versions of FM and DAB+ channels. New stations, or thematic channels that you can only listen to via the internet, live or recorded, are regularly added."
The group also notices a trend towards podcasts, with radio stations releasing their own pre-recorded shows to consume and listen offline.
