Digital Consumer Trends 2025: Digital Media Consumption Insights (Belgium) (Deloitte)

Summary

• The survey covered 2,000 consumers in Belgium aged 18-75, fielded in November 2025.p.3
• 76% of Belgians have already used a video streaming service; they have used 2.5 free and 2.4 paid services on average.p.16
• Generative AI usage is led by students (85%) and working individuals (64%).p.12
• The share of households spending more than €20 per month on video streaming rose from 6% to 44% since 2020.p.20
• Spotify is used weekly by 40% of Belgians for audio streaming, followed by YouTube at 13%.p.28
• 39% of respondents do not listen to podcasts; Spotify leads podcast listening with 23%.p.29
• 80% of baby boomers use TV for news, compared with just 31% of Gen Z.p.31

Key insights

1. Smart TV, wireless earbuds and smartwatch adoption rose 21%, 44% and 43% among baby boomers in 2025.p.6
2. Among those who installed new smart TV apps, 76% found the process easy and only 9% found it difficult.p.10
3. Awareness of generative AI is 77% among men and 73% among women in 2025.p.13
4. In the United Kingdom 75% of residents have a SVOD subscription, above Belgian penetration.p.18
5. Belgians hold an average of 2.4 SVOD services, typically Netflix plus one other.p.19
6. YouTube is the most-used video service weekly, with six BVOD platforms in the top 10.p.22
7. 66% of Belgians say they have seen information they believed to be fake.p.33
8. 53% of smart TV users regularly search for content using the smart TV search bar.p.37