Streaming Affordances for small media markets

Delayed viewing, major ad giants like Google and Facebook, and the rise of American streaming platforms have significantly increased the pressure on local providers. In response, Flemish broadcasters and distribution entities have launched their own streaming services in recent years. Some offer free services, with or without ads (such as VRT MAX, VTM GO, and GoPlay), while others operate on subscription models (like Streamz). The local platforms often adopt the successful features of major streaming services. It is crucial for local providers to differentiate themselves with a wealth of local content, giving them a competitive edge over foreign platforms. However, a key challenge in our market is the limited scale, which necessitates strategic choices in purchasing, production, distribution, and marketing. At the heart of these changes is a shift in our viewing habits.

To give Flemish streaming services the best chance in this highly competitive market, it is essential to understand how Flemish consumers watch video content, identify key viewing patterns, know what viewers expect from streaming services, and gauge the effectiveness of brand or content positioning strategies. Our living lab, ‘Streaming Affordances for Small Media Markets,’ seeks to address this through five key deliverables: a (1) SOTA analysis, (2) diary study, (3) viewing survey, (4) a living lab, and (5) experiments.

1. SOTA analysis

The SOTA analysis compiles data from recent studies and reports, aiming to provide a clear view of trends impacting our audiovisual sector. It covers international, European, and Flemish media usage, alongside 10 trends in the global streaming market that are likely to influence Flanders.

2. Diary study

This deliverable explores the motivations that guide Flemish viewers in their selection of VoD services and content. It draws on a large-scale multifaceted audience study with VoD consumers in Flanders and consists of an exploratory survey (N=77), a diary study (N=62) and semi-structured face-to-face interviews (N=60).

3. Viewing survey

Building on the diary study, the SMIT viewing survey (N=2000) serves as larger-scale quantitative research. It explores viewers’ attitudes toward linear TV, their familiarity with and use of VoD services, associations with specific platforms, device preferences, and the dynamic between cinema and streaming.

Future research

The living lab and related experiments will take place in 2025-2026.