Video behaviour of Belgian consumers 2026-Q1
In this report, we provide insights into the Belgian video market, distinguishing between the three regions of Belgium: Flanders, Wallonia, and Brussels. Beyond language differences, the markets also vary in terms of subscription rates for the SVOD services and viewing behaviour. These differences prompted us to set up a comprehensive study for each region. The following SVOD services are included in this report: Amazon Prime Video, Apple TV+, Be tv, DAZN, Disney+, Netflix, HBO, Streamz and YouTube Premium.
The report focuses on the video consumption behaviour of Belgian consumers. It examines which SVOD services are used, how (and if) people pay for them, and explores intentions to cancel or add subscriptions. The report also analyses viewing habits, including which content is watched, how much and how long people watch, and the types of devices used. Given the significant competition between SVOD services and traditional TV subscriptions, we have included extensive information on TV subscription rates, as well as insights into providers, viewing times, and related behaviours.
We have chosen to differentiate our analysis based on market, region, household type, and age, depending on the specific questions addressed. For some charts, we also examine differences by gender and household income. Regarding SVOD penetration rates and the types of subscriptions people have, we present these figures separately for each of the three regions as well as for Belgium as a whole, using stratification by region.
Report Contents
Management Summary
SVOD Penetration: In Belgium, Flanders, Wallonia, & Brussel
What do subscribers think?: NPS, reasons to (not) promote & ways to improve services
SVOD Subscriptions: Type of SVOD subscription, churn intention & intention to subscribe to additional SVOD services
TV: TV subscription + Cord-cutting
Household Devices: What types of devices are present in households (e.g., Smart TVs, tablets, smartphones)? And which Apps are installed?
Broadband Providers
SVOD Combinations: Which combinations of SVOD services are most popular?
Free Apps and TVOD Usage: How frequently are free TV/video apps or TVOD services used?
Screen Usage: Which screens are preferred for different types of content?
Content and Viewing Time: What types of content are watched on TV or SVOD services, and how much time is spent daily?
Report information
The information in this report gives a unique market perspective. Any marketer, product manager, analyst or researcher will find these insights essential in understanding the latest developments in the video market. The report contains key findings from the research. Should you require additional insights from the dataset, this can certainly be arranged. This is the second report from our periodic monitor of the Belgian video market. The next edition will be released in two quarters, covering Q1 2026. If interested, please contact us/ please call or mail.
