The latest Establishment Survey (ES) from CIM Belgium reveals striking trends in media usage.
Key Insights from the CIM Survey 2024 (data pertains to Belgium, collected from September 2023 to March 2024):
TV and Video
- Live TV is the most popular: 74.0%
- YouTube videos: 55.5%
- Timeshifted TV: 47.7%
- Movies and series via streaming: 41.2%
- Videos on social media: 30.5%
- 63.7% of Belgians never use TV casting
Age Differences
- Young people (12-24 years) watch more YouTube (82.8%), while older people (65+) mainly watch Live TV (91.4%).
Internet
- Daily usage: 85.5% of Belgians. Young people (12-24 years) use the internet most daily (93.7%).
Avoiding Online Ads
- Refusing cookies: 34.0%
- Use of ad blockers: 24.0%
- Changing browser settings: 7.5%
Audio
- Live FM radio is the most popular: 50.5%
- Audio streaming services: 30.5% (including Spotify 25.9%, YouTube Music 7.2%, with 80.8% using without a paid subscription)
- Live DAB+ radio: 26.1%
- Music via video platforms: 26.0%
Devices for Listening to Radio
- FM/DAB+ car radio: 63.5%
- FM/DAB+ radio: 56.7%
- TV: 19.8%
- Smartphone: 16.5%
Ownership and Use of Media Devices and Social Media
- Smartphones at the top! : 86% regular use
- Streaming via Smart TV: 60%
- Rise of Smart Speakers: 17%, popular among young people.
- Preference for Video: 97% of Belgians consumed video in the past 30 days.
Social Media Usage
(App or Site usage in the past 30 days)
- Facebook: 67.1%
- YouTube: 66.0%
- Instagram: 45.5%
- Netflix: 44.5%
- Amazon: 26.9%
- TikTok: 24.7%
- Snapchat: 21.1%
- Pinterest: 19.7%
- Disney+: 16.9%
- LinkedIn: 16.6%
- X (Twitter): 11.5%
- Discord: 7.8%
- Reddit: 4.6%
Thanks to CIM (Centre for Information on Media) for providing this valuable data.
