We are observing a significant change in behavior among telecoms consumers in Belgium, with a decline in loyalty to traditional operators and a shift towards more flexible and economical offers, boosted by the arrival of new players with very competitive prices such as Digi.
The telecoms market in Belgium is booming, with the arrival last week of a new operator, Digi, which is slashing prices. Belgian consumers are also becoming more and more critical of traditional packs offered by suppliers. They are increasingly turning to more personalized and economical solutions.
Success of alternative operators
A study by the CallMePower comparator shows that, although more than 80% of households remain loyal to traditional operators (Orange, Proximus, Telenet, VOO), we observe an 8% decrease in subscriptions to these providers between 2022 and 2024. Operators Alternatives, such as UNDO, Mega Telecom, and BASE, as well as the new entrant Digi, are attracting more and more consumers with competitive offers.
At the same time, traditional operators are reacting by modifying their offers and developing low-cost brands (hey!, Mobile Vikings, Scarlet). Digi, the newcomer, is shaking up the market even further with its offer of low prices on its subscriptions (5 euros per month for unlimited calls and SMS and 15 GB of mobile data). The competition quickly reacted to this aggressive offer. Orange adjusted the prices of its low-cost brand “hey!”, by offering a subscription identical to that of Digi for 5 euros instead of 7. A little later, Proximus followed suit by announcing an offer for 10 euros per month for 8 GB of data via its subsidiary low cost Mobile Viking.
Telecoms packs in decline
Packs (combining internet, television, telephone, etc.) are losing their appeal. In 2024, 82% of households still subscribe to packs, but the share of separate offers has increased, from 11% in 2022 to 18% in 2024. This trend reveals that more and more consumers are opting for separate subscriptions in order to to make savings.
BIPT highlights that consumers can save up to 663 euros per year by comparing and choosing individual offers. For example, the “BASE Limited Internet + Mobile 8 GB” subscription is currently €42 per month, but by choosing BASE and hey telecom or Digi separately, it is possible to save up to €10 per month.
The abandoned landline
“Households are looking more critically at what they really need and comparing all subscriptions on this basis. Consequently, fewer Belgians maintain a fixed line subscription, and are content with a mobile subscription. Although traditional TV remains popular, there is a slight shift towards subscriptions without a TV box,” explains Maaike Zahn, telecommunications expert at CallMePower.
Experts predict that the current trend will continue: households will increasingly opt for separate, cheaper subscriptions that are better suited to their needs. In addition, CallMePower expects an increase in supplier switching, stimulated by the disappearance of Zuny in January 2025, the evolution of Digi’s offers and the price adjustments of other operators.
