VOD now accounts for 23% of the total video rental market in Belgium, according to industry group BEA. This compares with just 1% seven years ago.
Video-on-demand services generated around €60 million in revenue last year, up almost 22% from 2010.
A total €260 million was spent on renting films and series, both online and through physical media in 2011.
On average a Belgian household spent €12.70 a year on VOD services (watching online and downloads), 2.5 times more than the European average of €4.92. The average spent on VOD via a digital TV platform is €12.43.
Only a UK customer spends more (€13.47), while France was in third at €12.56.
Belgium is in first place in Europe in terms of spending on VOD over digital TV, at EUR12.43 per year.
In terms of total revenues, the UK is the biggest market, worth €363 million, followed by France at €330 million. Belgium (60 million) is in fifth place, after Germany (109.2 million) and Italy (98.6 million). Average spent in the US is €11.66.
The growth in VOD transactions is offset by a 11.1% drop in physical rentals.