A new study by imec-SMIT at the Vrije Universiteit Brussel (VUB) shows that Flemish streaming users mainly value and use local platforms such as VRT MAX, VTM GO and GoPlay for their Flemish content, but that international players such as Netflix and Disney+ are much more user-friendly and experienced. Even if many consumers are moving towards the offer of Flemish players, they are still in favor of a broader offer adapted to their own media use.
This research was carried out as part of the Living Lab project “Streaming Affordances”, supported by VLAIO (Flemish Agency for Innovation and Entrepreneurship) and the Flemish Ministry of Media, as part of the digital transformation program. The research consisted of a large-scale survey of 2000 respondents, a diary study and interviews with 60 Flemish streamers.
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It appears that the main reason why media users would not use local services (VRT MAX, VTM GO, GoPlay, Streamz) is that they already find enough content on other platforms.
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