Radio
Belgium (NL)

Although being one of the oldest media, radio continues to experience a positive momentum in many countries, and is showing resilience despite the surge of online. Radio, which is a predominantly a live linear broadcast flow of curated music and speech, also represents an important part of the growing audio market, which comprises on-demand music streaming services (such as Spotify, Apple Music or Deezer), podcasts and audiobooks. Innovations in audio, such as personalized digital audio advertising, the rise of voice AI assistants like Alexa, Siri or Google Home are providing opportunities for new entrants as well as incumbent radio networks. Historically, the radio industry has developed differently in all regions of the world. In the USA and Latin America, radio is essentially commercial. In Europe, public radio broadcasters capture in most countries the lion’s share of available resources and audience. Until today, streaming audio and radio have evolved in parallele worlds, but the same trend already observed in the TV industry, coping with the SVOD emergence, could also disrupt the radio industry, as shown through the example of Spotify, which added radio news in music playlists, as well as a large choice of podcasts and shows.

The radio market in Belgium (NL)

The Belgian radio landscape is not unified. It must be regarded as two separated markets: Wallonia, the French-speaking zone, and Flanders the Dutch-speaking zone, also the largest in terms of population. The Dutch-speaking radio market is characterized by the dominance of the public radio VRT and the private actor DPG Media, which also owns the major private TV broadcaster. The difference between these two markets is also notable when it comes to Digital Audio Broadcasting (DAB/DAB+). The DAB+ signal was officially launched in November 2018 in the Flemish-speaking parts and one year after in Wallonia. Today, the DAB/DAB+ Dutch speaking population coverage is reaching 95%, and more than 840 000 compatible devices have been sold in the country. Moreover, digital radio advertising revenues, which combine both website and podcast revenues, have become more and more important in the total revenues of radio groups in recent years. Digital radio revenues have reached 9% of the total radio advertising revenues in Belgium in 2020.

Population: 11.43M
Population density: 351.6/KM2
Number of households: 4.93M
Average households size: 2.32
Surface area: 32500 KM2
  • Share of advertising expenditures : radio versus other media (TV, print, OOH)

  • Total et income of big, small & medium public and commercial radio networks

  • FM & DAB infrastructure service providers : revenues & share of total market

  • Country market forecasts from 2020 to 2025, taking into account the impact of COVID-19

  • Regional benchmarking: by country and by actor, per capita revenues

  • Updated in 2020 for YE 2019 with 6-year historical data

  • Regular price starting from $120


  • Regular price starting from $190

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