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The new reality of media consumption in Belgium: from Gen Z to baby boomers

Grégory Marchandise, UBA Domain lead Data & Technology and Content
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Deloitte’s Digital Consumer Report shows that Belgian consumers are not moving in one direction. Device use, streaming habits, audio platforms and news behaviours now vary sharply by generation.

For brand builders, the shift is less about one dominant channel and more about how screens, formats and AI are reshaping attention, discovery and trust.

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