Flemish media consumption: streaming overtakes live TV, AI adoption surges
For the first time, Flemish people are watching more online content than live television, according to the latest Digimeter survey on digital habits. The study also reveals that smartphone usage has stabilised after years of growth and that artificial intelligence (AI) has made a rapid breakthrough, especially among young people.
The survey indicates that 74 per cent of Flemish people used a free or paid streaming platform in 2024, compared to 67 per cent who still watched live television at least once a month. In 2020, 80 per cent still tuned in to live TV every month.
Free streaming services like VRT Max, VTM Go and GoPlay are growing in popularity, though paid platforms such as Netflix and Disney+ continue to dominate in terms of engagement.
Smartphone usage
On average, Flemings spend 182 minutes a day on their smartphones - a figure unchanged since last year, marking the first stabilisation in Digimeter’s 17-year history. While social media and messaging apps still dominate usage, there is a slight decline, with AI tools gaining traction instead.
Despite widespread reliance on smartphones for daily activities like shopping, banking and news consumption, concerns persist. Many worry about online privacy, misinformation, and excessive screen time.
Young people in particular struggle to impose limits on their usage. “They look to parents, schools or even the government to regulate smartphone use, including potential bans in classrooms,” says professor Lieven De Marez of UGent and imec.
AI in daily life
AI has rapidly been integrated into daily life. 93 per cent of Flemish people are aware of the technology and 45 per cent have used generative AI tools like ChatGPT in the past year. Among 18- to 24-year-olds, active AI usage has surged to 68 per cent, and among students, it stands at 72 per cent.
”This level of adoption within a year is unprecedented”
“This level of adoption within a year is unprecedented”, says De Marez. However, the rise of AI is also polarising. While some find it a beneficial tool for work and study, others are unsure how to engage with it. Concerns about misinformation, authenticity, and the societal impact of AI are particularly growing.
#FlandersNewsService | © PHOTO JUSTIN TALLIS / AFP
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