The latest annual study by the Media Information Centre (CIM) on media consumption in Belgium reveals an ever-growing appetite among Belgians for video and audio content, even if habits are changing.
Whilst television remains the medium in Belgian homes with a penetration rate of 96%, ahead of the smartphone (in 90% of homes) and the laptop (80%). The CIM also notes that French-speakers are next most keen on portable consoles, while Dutch-speakers prefer the landline phone, voice assistant or Google Chromecast.
In terms of usage itself, the smartphone dethrones television: 88% of Belgians surveyed say they use this device, and this rate even rises to 98% among 12-34-year-olds. Television follows close behind.
TV vs streaming
Live television programmes are the most closely followed by Belgians, with more than 79% of those surveyed (-0.8% compared to 2022) claiming to have watched such a programme in the last 30 days. Recorded television programmes (54.9%) and films and series on demand (44.8%) follow on the podium. Videos posted on social networks are watched by almost one in three Belgians, the biggest increase in the ranking (+5.4% in one year).
Only a third of the users surveyed watch streaming programme services such as Netflix, Disney + or Amazon Prime on a daily basis, in that order in terms of viewing. In Flanders, however, the Dutch-language service Streamz takes a place on the podium ahead of the giant Amazon.
The video-on-demand services of the national television channels are still used nonetheless: more than a third of Flemish respondents say they use the VTM and VRT Max platforms, while just under a third of French-speakers say they watch television on RTBF Auvio, compared with less than one in five for RTL Play.
Radio resurgence
Audio media are also on the rise, according to Cim, which reveals a penetration rate of 90% of the Belgian population, up 4.1% on 2022.
Live radio on FM waves remains the most listened-to medium, although it is declining (56.8% compared to 60% in 2022), unlike streaming services, which are used by more than one in three Belgians, mainly young people under 30. On this subject, Spotify is still favoured by Belgians ahead of YouTube Music.
DAB+ radio is also on the rise: one in four respondents said they had listened to this medium at least once in the last 30 days. Podcasting, while on the rise (+4%), is still struggling to make inroads and only reaches one in ten Belgians. This rate rises to one in five among 25-34 year-olds.
Internet habits
Finally, internet use is still on the rise, with almost nine out of ten Belgians connected daily, 5.2% more than in 2022. Communication by e-mail or messaging remains the main use of the web for the Belgian population, ahead of research and social networks.
The Cim also points out that the age gap between older and younger people when it comes to internet use is closing: 73% of those aged 65 and over go online every day, compared with 93% of younger people.
As far as social networks are concerned, Facebook, which is used more by the over-40s, is still preferred by Belgian users, ahead of Instagram and TikTok, which have younger audiences. This is the same podium as in 2022. All the social networks are also up sharply.
This study was carried out between September 2022 - March 2023 among 6,325 people.
