In Belgian households, televisions and smartphones remain the most prevalent devices for media consumption, with video being the preferred type of media format.
In the latest study by the Centre for Media Information (CIM), over 6,000 people were surveyed between April 2023 and March 2024. Researchers found that Belgians' top three devices used for media consumption are the television (95.2%), smartphones (90.6%), and laptops (78.5%). Car radios (73.3%) and radios (63.4%) followed closely.
Regarding media types, video remains the favourite medium, with 97% of respondents reporting having consumed media in video format in the past 30 days, compared to 93% for the internet and 85% for audio.
Nearly 75% of those surveyed still prefer live television, despite a 5% decline year-on-year. Videos consumed on platforms like YouTube came second, used by over half of respondents. Scheduled television programmes, films and series via streaming services, and social media videos close off the top five.
Generational gaps
However, these results mask a noticeable generational gap. Traditional television is only the number one video medium for those aged 35 and older. Those aged between 12 and 24 are more inclined to use streaming services, social media videos, or video platforms.
In this regard, Netflix dominates the market at 42.5%. In French-speaking Belgium, television channel sites and applications have less success: Auvio is used by 28% of respondents, far ahead of RTL Play, with 19%.
RTBF Auvio is the free French-speaking streaming service of public television RTBF, at the headquarters in Brussels, Friday 26 April 2024. Credit: Belga / Eric Lalmand
Almost half of Belgians listen to live FM radio, a decrease from last year. This decline is partially offset by live DAB radio, used by 26% of respondents. As with video, 12-24-year-olds tend more towards streaming services, music via video platforms, podcasts or radio on demand.
In terms of audio streaming, nearly one in five Belgians claim to pay for a subscription, with Spotify (25.9%) leading the way, followed by YouTube (7.2%) and Apple Music (2.3%). Podcasts are listened to by one in ten Belgians, notably those aged between 20 and 30.
Belgians on the net
The internet is primarily used for communication, with eight in ten Belgians using it for emails or messaging. Information searches, social media, website browsing and online banking follow, with over two-thirds of respondents partaking.
The digital divide with seniors continues to narrow, particularly in terms of using the internet to watch videos, listen to audio, research and access information. Nonetheless, over a quarter of those over 65 (27%) still do not use the internet at all.
This disparity is also evident in social media use: only 36% of seniors use it versus an average of 70% nationwide.
Among the most popular platforms in Belgium, Facebook is the dominant leader, used by two-thirds of Belgians. It is followed by Instagram, and then TikTok, which now reaches nearly one quarter of Belgians. Trailing behind, X (formerly Twitter) is used by 11.5% of respondents.
