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Netflix is the most widely used video streaming service in Belgium, followed at a distance by Disney+ and Amazon Prime Video. There are major differences between the regions, with Amazon's popularity among French speakers being particularly striking. This is according to new research by Telecompaper. It is the first time the report Video Behaviour Belgian Consumers 2024-Q3 has been published.
38 percent of Belgian households use Netflix, 17 percent use Disney+ and 14 percent use Amazon. Streaming video is most popular among family households and respondents between the ages of 18 and 49. Market penetration drops sharply the older people are. For example, more than half of young adults (ages 18-34) watch Netflix and only 15 percent of those over 65 do so. A slight majority (54%) of older people do not use any streaming service.
People in Brussels and Wallonia watch more streaming video than in Flanders. Whereas 69 percent of Flemings have access to at least one streaming service, in Wallonia the percentage is 74 and in Brussels even 79 percent.
Compared to the two other parts of the country, the limited use of Amazon Prime Video in Flanders is particularly striking: only 9 percent compared to one-fifth in Wallonia and Brussels. With a 12 percent share, the Flemish streaming service Streamz is even more used among them than Amazon.
A portion of viewers use someone else's account to watch streaming video. Of those with access to Disney+, Streamz, Netflix and/or YouTube, 8 to 9 percent access via account sharing.
Finally, it appears that a large majority (56%) of respondents have no plans to purchase an additional subscription for video streaming in the next six months. This does vary by part of the country. 60% of Flemings do not foresee an additional subscription, 55% of Walloons and 40% of residents of the Brussels region. Moreover, the older one is, the less often there are plans for such an additional subscription.
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