Global streamers launch ad tiers in Belgium: much hype or real impact?
The major international streaming services are rapidly rolling out their ad-supported subscription models (ad tiers) on the Belgian market. Disney+ kicked things off in January this year, Amazon Prime Video is following this month, and Netflix recently confirmed the launch of its ad tier in Belgium and the Netherlands in 2027. But how groundbreaking are these lower-priced subscriptions with ads?
For advertisers, this raises a crucial question: is all the attention justified, and do these platforms truly offer significant additional potential, or does the key to a genuinely impactful campaign lie elsewhere? A sober look at the figures and market dynamics reveals a clear story.
A mature market with surprisingly little unique reach
Streaming has long moved beyond its pioneering phase. Usage — and therefore the overall reach of streaming services — has entered a stage of maturity. For brands hoping to tap into a completely new audience through the ad tiers of global streamers, there is an important nuance. When we look at the overlap in reach between the DPG Media network and the international platforms, that overlap is nearly complete. More importantly, through DPG Media’s network, advertisers also reach viewers watching local content via linear television. In net terms, global streamers therefore offer relatively little additional or unique reach that is not already covered through local channels.
Focus on advertising reach, not just reach
As an advertiser, you want your message to actually be seen. The total reach of a streaming platform may sound impressive, but if viewers cannot be reached with ads, it adds little value to a campaign. That is why advertising reach is what truly matters.
The actual size of the commercial audience within the ad tiers of global streamers depends entirely on their platform strategy. If a player opts for an “opt-in” model — where consumers actively choose a cheaper subscription with ads — advertising reach will initially remain very limited. Only with an automatic “opt-out” approach (ads as the default setting) will volumes grow more quickly, but even then, the issue of limited unique reach remains unresolved.
An unmatched advantage on the big screen
Real impact is still created in the living room, on the big screen. The TV screen remains the most powerful canvas for emotion and brand building. And this is precisely where local players hold an unbeatable advantage.
The foundation of that advantage lies in the massive scale of our legacy TV business. By smartly combining linear television with our digital offering, we achieve a monthly reach of no less than 85% of the Belgian population.
But even from a purely digital perspective, DPG Media offers an exceptionally strong Full CTV product. Every month, we reach 3.5 million unique Belgians on the big screen. With that enormous reach, we have by far the largest ad-supported CTV reach in Belgium — a digital scale that global players simply cannot easily match.
Premium content as a solid foundation
At DPG Media, we combine this unmatched reach with premium broadcast content that resonates across Belgium. Whether it is the excitement of the Champions League or major entertainment hits such as So You Think You Can Dance, Top Chef, and Dancing with the Stars, this is the high-quality, trusted, and brand-safe environment that forms the ideal foundation for a successful campaign.
Features that truly make the difference
Reach and content form the foundation, but it is our additional technological capabilities that truly set us apart. We make advertising on the TV screen not only smarter, but also far more accessible:
300+ targeting segments: targeted advertising based on socio-demographic data and behavior, including exclusive retail data through partnerships with companies such as Carrefour and Tom&Co.
Flexible buying through DPG Media’s Ad Manager: giving advertisers full control to buy TV campaigns as easily, quickly, and flexibly as online advertising.
Free Engage Ads: innovative Full CTV formats (such as on-screen QR codes) that lower the barrier to interaction, without additional production costs for the brand.
Proven impact with Brandfacts: free brand lift studies (in partnership with Brand Metrics) to clearly demonstrate campaign effectiveness.
The arrival of international ad tiers keeps the market sharp and pushes everyone to innovate. But the conclusion is clear. While international players are still building and scaling their advertising models, DPG Media already offers a mature, digital-first video ecosystem built around premium content. For advertisers seeking scale, impact, and smart technology in the Belgian living room, the local advantage remains simply unmatched.