A new study by imec-SMIT from the Vrije Universiteit Brussel (VUB) reveals that Flemish streaming users mainly appreciate and use local platforms like VRT MAX, VTM GO, and GoPlay for their selection of Flemish content. However, international players such as Netflix and Disney+ are seen as far more user-friendly. Despite many consumers exploring Flemish platforms, there is a strong desire for a more personalised offering that aligns with their viewing habits.
Why Do Flemish Viewers Opt Out?
The primary reason users avoid local services (VRT MAX, VTM GO, GoPlay, Streamz) is that they already find sufficient content on other platforms. For the free services, advertising presents an additional source of frustration, with a substantial number of viewers expressing irritation. Generally, Flemish viewers are only willing to pay for services when the content library is both large enough and offers exclusive or unique titles. Another notable finding is that Flemish users often struggle to differentiate between local platforms, partly due to their similar content offerings and interfaces.
Flemish Content Remains Essential
One major advantage for local platforms is their Flemish content. Programmes that perform well on television are the ones most strongly associated with these platforms. By contrast, Flemish series and films are less prominent “go-to” titles on international platforms among Flemish audiences. The overall trend seems to be: Flemish platforms for Flemish content, and international platforms for international content.
Flemish Viewers Value Personal Recommendations
While personalisation – tailoring suggestions based on viewing preferences – is an important factor for Flemish viewers, with 62.8% citing it as significant, local platforms are often seen as lagging in this area. Users report that VRT MAX, VTM GO, and GoPlay are less refined in their recommendations, which makes them less appealing compared to the more tailored suggestions from international platforms. When turning to free Flemish platforms, viewers often know what they want to watch in advance.
“Personalisation is important, but it’s also true that when viewers choose local platforms, they are more likely to know in advance what they’re looking for. Curating top titles within an appealing, user-friendly catalogue is equally essential,” says Tim Raats, head of the Unit for Media Economics & Policy at imec-SMIT.
“The strong association with Flemish TV programmes and personalities is the formula for keeping users loyal to these services,” adds Jeroen Peeters, senior researcher at imec-SMIT.
This research was conducted as part of the ‘Streaming Affordances’ pilot project, supported by VLAIO and the Minister of Media in Flanders, as part of the digital transformation programme. The study included a large-scale survey with 2,000 respondents, a diary study, and interviews with 60 Flemish streamers.*
*This is a machine translation. We apologise for any inaccuracies.