Media - Belgium

Belgium

In Belgium, revenue in the Media market is projected to reach €6.84bn in 2024.
The largest market of this market in Belgium is TV & Video, which is expected to have a market volume of €2.81bn in 2024.
In a global context, the most revenue will be generated the United States, with figures reaching €501.80bn in 2024.
Furthermore, in the Media market, it is anticipated that 37.76% of total revenues will be generated through digital Media market in 2029.
In Belgium, the media landscape is increasingly influenced by digital platforms, driving traditional outlets to adapt their content strategies to engage younger audiences.

Key regions: United States, China, Japan, United Kingdom, Germany

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Analyst Opinion

The Media market in Belgium has been experiencing significant growth and development in recent years. Customer preferences have shifted towards digital media platforms, leading to an increase in online advertising and streaming services. Additionally, the market has been influenced by local special circumstances such as language diversity and government regulations. These trends and factors have contributed to the overall expansion of the Media market in Belgium.

Customer preferences: In Belgium, customer preferences have shifted towards digital media platforms. With the increasing availability of high-speed internet and the widespread use of smartphones, consumers are increasingly consuming media content online. This has led to a rise in online advertising, as companies seek to reach their target audience through digital channels. Furthermore, the popularity of streaming services has grown, with consumers opting for on-demand content rather than traditional television programming. This shift in customer preferences has driven the growth of the Media market in Belgium.

Trends in the market: One of the major trends in the Media market in Belgium is the growth of online advertising. As more consumers spend time online, advertisers are redirecting their budgets towards digital platforms. This trend is expected to continue as companies recognize the effectiveness and efficiency of online advertising in reaching their target audience. Additionally, the rise of programmatic advertising, which uses automated systems to buy and sell ad inventory, has further fueled the growth of online advertising in Belgium. Another trend in the Media market is the increasing popularity of streaming services. With the availability of platforms such as Netflix, Amazon Prime Video, and Disney+, consumers have more options for accessing their favorite TV shows and movies. This has resulted in a decline in traditional television viewership and an increase in the adoption of streaming services. The convenience and flexibility offered by these platforms have resonated with consumers, driving the growth of the streaming market in Belgium.

Local special circumstances: Belgium's language diversity is a unique aspect of the Media market. The country has three official languages - Dutch, French, and German. This presents a challenge for media companies as they need to cater to different linguistic groups. To address this, many media outlets offer content in multiple languages, ensuring that they reach a wider audience. This linguistic diversity has also led to the development of niche media outlets that cater specifically to certain language groups, further diversifying the Media market in Belgium. Government regulations also play a role in shaping the Media market in Belgium. The country has strict regulations regarding media ownership and content. This has led to a diverse media landscape with a mix of public and private broadcasters. The government also imposes quotas for local content on television and radio stations, promoting the production and consumption of Belgian media. These regulations have influenced the market dynamics and contributed to the development of a vibrant media industry in Belgium.

Underlying macroeconomic factors: The growth of the Media market in Belgium is supported by several macroeconomic factors. The country has a stable and prosperous economy, which provides a favorable environment for media companies to operate and invest. Additionally, Belgium has a high level of internet penetration, with a large portion of the population having access to the internet. This has facilitated the growth of online media consumption and digital advertising. Furthermore, the increasing adoption of smartphones and other connected devices has contributed to the growth of the Media market in Belgium. Consumers are now able to access media content anytime and anywhere, leading to a higher demand for digital media platforms. This trend is expected to continue as technology continues to advance and connectivity becomes even more widespread. In conclusion, the Media market in Belgium is experiencing growth and development driven by customer preferences for digital media platforms, such as online advertising and streaming services. Local special circumstances, such as language diversity and government regulations, also play a role in shaping the market. Underlying macroeconomic factors, including a stable economy and high internet penetration, further support the growth of the Media market in Belgium.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.