Evolving viewing behavior

07 March 2023

The way Belgians watch TV has undergone a significant evolution in recent years. According to a comparison between 2012 and 2022, we see that in 2012, we watched 83% of our TV time live, whereas in 2022, this figure had dropped to only 44%.

When we look at the average number of minutes that a ‘PRP 18-54’ watches TV, the trend is equally notable. Live viewing was 100 minutes in 2012, but only 54 minutes in 2022. In contrast, time-shifted viewing increased from 8 minutes in 2012 to 33 minutes in 2022. Furthermore, other screen activities such as streaming and gaming increased from 12 minutes in 2012 to 35 minutes in 2022.

Despite this shift in viewing behavior, live TV remains important for many viewers, especially for watching talk of the town programs, live sports, news, and events. Moreover, traditional TV advertising is still one of the most effective ways to reach a mass audience.