A data profile of the people who buy, follow and care about De Morgen in Belgium — modelled from more than twelve digital signal sources. De Morgen has an estimated audience of 3,343,256 people in Belgium.
The average De Morgen fan in Belgium is 40.9 years old, more female, and lives primarily in East Flanders.
The audience is concentrated in East Flanders, Antwerp, West Flanders.
Top brand affinities include Club Brugge KV, K.R.C. Genk, K.A.A. Gent, with strongest over-indexing on Club Brugge KV (1.95× the country average).
Demographically, the De Morgen audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Sustainability, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical De Morgen fan in Belgium is more female, around 40.9 years old, with strong Sustainability tendencies and a notable affinity for Club Brugge KV.
The key figures that characterise the De Morgen profile in Belgium.
57.4% are female, 42.6% are male, average age 40.9.
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 40.9 |
| Estimated audience size | 3,343,256 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 20% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 26% |
of the worldwide De Morgen audience comes from Belgium.
| Country | Share |
|---|---|
| Belgium | 81.0% |
| Netherlands | 9.7% |
| Spain | 2.1% |
Where the De Morgen audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Flanders | ~800K | 2.30× | |
| 02 | Antwerp | ~700K | 2.03× | |
| 03 | West Flanders | ~500K | 1.91× | |
| 04 | Flemish Brabant | ~500K | 1.73× | |
| 05 | Limburg | ~200K | 1.47× | |
| 06 | Walloon Brabant | ~20K | 0.22× | |
| 07 | Luxembourg | ~20K | 0.19× | |
| 08 | Province of Namur | ~20K | 0.15× | |
| 09 | Liege | ~30K | 0.12× | |
| 10 | Hainaut | ~40K | 0.11× |
The strongest cross-interests of the De Morgen audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Headphones | Technology & Electronics | 2.70× | ||
| 02 | Vinyl Records | Music & Radio | 2.57× | ||
| 03 | Loudspeaker | Technology & Electronics | 2.42× | ||
| 04 | Romelu Lukaku | Sports | 2.37× | ||
| 05 | Vincent Kompany | Sports | 2.36× | ||
| 06 | Non-alcoholic beverage | Food & Beverages | 2.21× | ||
| 07 | KV Mechelen | Sports | 2.17× | ||
| 08 | Bicycle touring | Sports | 2.13× | ||
| 09 | Royal Antwerp F.C. | Sports | 2.12× | ||
| 10 | K.A.A. Gent | Sports | 2.09× | ||
| 11 | Club Brugge KV | Sports | 1.95× | ||
| 12 | Sustainable energy | Home & Garden | 1.93× | ||
| 13 | K.R.C. Genk | Sports | 1.90× | ||
| 14 | Kevin De Bruyne | Sports | 1.90× | ||
| 15 | Garden furniture | Home & Garden | 1.89× | ||
| 16 | Bass guitar | Music & Radio | 1.71× | ||
| 17 | Royale Union Saint-Gilloise | Sports | 1.67× | ||
| 18 | Charitable organization | Politics & Society | 1.65× | ||
| 19 | Michael Jackson | Music & Radio | 1.60× | ||
| 20 | Internet & Social Media | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.66× | |
| Early Adopter Mentality | POWER | 1.38× | |
| Patriotism | CONSERVATISM | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.79× | |
| Convenience Orientation | PREMIUM | 0.81× | |
| Urban Lifestyle | OPEN | 0.87× |
De Morgen has an estimated audience of 3,343,256 people in Belgium, concentrated in East Flanders and Antwerp.
57.4% of De Morgen fans are female, 42.6% are male, with an average age of 40.9 years.
De Morgen fans show strongest brand affinity for Club Brugge KV (1.95×), K.R.C. Genk (1.9×), and K.A.A. Gent (2.09×) over the country average.
De Morgen fans in Belgium are most concentrated in East Flanders (reach ~800K), Antwerp (reach ~700K), and West Flanders (reach ~500K). These three regions account for the largest share of the active audience.
Beyond De Morgen itself, the audience over-indexes on K.R.C. Genk (1.9×), K.A.A. Gent (2.09×), Royal Antwerp F.C. (2.12×), and KV Mechelen (2.17×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for De Morgen. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Belgium. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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