VUB Study Reveals Strengths and Weaknesses of Flemish Streaming Platforms

A new study conducted by imec-SMIT at the Vrije Universiteit Brussel (VUB) shows that Flemish users of local platforms like VRT MAX, VTM GO, and GoPlay mainly value these services for their Flemish content. However, international players such as Netflix and Disney+ are perceived as significantly more user-friendly. While many consumers find suitable options on local platforms, they still favor a broader and more tailored offering that better suits their viewing habits.

Why do Flemish viewers opt out of local platforms?

The main reason why media users do not choose local services (VRT MAX, VTM GO, GoPlay, Streamz) is that they already find sufficient content on other platforms. For free platforms, an additional frustration is the presence of advertisements, which many viewers find intrusive. Flemish users are willing to pay for services only if the offering is extensive enough and the titles are exclusive or exceptional.

Furthermore, Flemish streaming users do not always distinguish between local platforms, as their content and user interfaces are often similar.

Flemish content remains essential

Local players have one major advantage: Flemish content. Flemish TV programs that perform well on traditional television are also the ones most associated with local platforms. However, Flemish series and films are less likely to be considered “go-to” content by Flemish users on international platforms. The general trend seems to be: local platforms for Flemish content and international platforms for global content.

Flemish streamers value personalized recommendations

Personalization—tailoring recommendations based on individual viewing preferences using recommendation systems—is important to Flemish viewers, with 62.8% considering it a key factor. However, local platforms are often seen as lagging behind in this area. Users find VRT MAX, VTM GO, and GoPlay less refined in their recommendations, which diminishes their appeal compared to the more tailored suggestions of international platforms. Additionally, users reported that they are more likely to know in advance what they want to watch when using free Flemish platforms.

“Personalization is important, but on the other hand, when users turn to local platforms, they more often know beforehand what they want to watch. Highlighting top titles effectively within an attractive and user-friendly catalog is equally critical,” says Tim Raats, Head of the Media Economics & Policy Unit at imec-SMIT.

“The strong association with Flemish TV programs and familiar faces is the formula for keeping users engaged with their services,” adds Jeroen Peeters, senior researcher at imec-SMIT.

A project supported by the Digital Transformation Program

This research was conducted as part of the Streaming Affordances pilot project, supported by VLAIO and the Flemish Minister of Media, as part of the digital transformation program. The study included a large-scale survey of 2,000 respondents, a diary study, and in-depth interviews with 60 Flemish streaming users.

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Jeroen Peeters
​Jeroen.Peeters@vub.be