A data profile of the people who buy, follow and care about Vtm in Belgium — modelled from more than twelve digital signal sources. Vtm has an estimated audience of 1,712,320 people in Belgium.
The average Vtm fan in Belgium is 43.1 years old, more female, and lives primarily in East Flanders.
The audience is concentrated in East Flanders, West Flanders, Antwerp.
Top brand affinities include Flanders, Eén, Bol.com, with strongest over-indexing on Flanders (2.12× the country average).
Demographically, the Vtm audience skews more female with an average age of 43.1, and over-indexes on personality traits such as Travelling, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Vtm fan in Belgium is more female, around 43.1 years old, with strong Travelling tendencies and a notable affinity for Flanders.
The key figures that characterise the Vtm profile in Belgium.
61.7% are female, 38.3% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 61.7% |
| Male | 38.3% |
| Average age | 43.1 |
| Estimated audience size | 1,712,320 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 18% | |
| 30-39 | 15% | |
| 40-49 | 20% | |
| 50+ | 33% |
of the worldwide Vtm audience comes from Belgium.
| Country | Share |
|---|---|
| Belgium | 62.9% |
| Netherlands | 15.8% |
| United States | 2.9% |
Where the Vtm audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Flanders | ~400K | 2.27× | |
| 02 | West Flanders | ~300K | 2.16× | |
| 03 | Flemish Brabant | ~300K | 1.78× | |
| 04 | Limburg | ~100K | 1.76× | |
| 05 | Antwerp | ~300K | 1.75× | |
| 06 | Brussels | ~70K | 0.56× | |
| 07 | Luxembourg | ~20K | 0.46× | |
| 08 | Walloon Brabant | ~20K | 0.42× | |
| 09 | Province of Namur | ~30K | 0.41× | |
| 10 | Liege | ~40K | 0.30× | |
| 11 | Hainaut | ~50K | 0.27× |
The strongest cross-interests of the Vtm audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Libelle | Pets & Animals | 2.94× | ||
| 02 | Q-music | Music & Radio | 2.82× | ||
| 03 | Eén | Movies & TV | 2.81× | ||
| 04 | Personally identifiable information | Internet & Social Media | 2.57× | ||
| 05 | Social Deal | Politics & Society | 2.23× | ||
| 06 | Crossword | Games | 2.19× | ||
| 07 | Flanders | Travel & Leisure | 2.12× | ||
| 08 | Cyclo-cross | Sports | 2.08× | ||
| 09 | Bol.com | Shopping | 2.02× | ||
| 10 | HEMA | Shopping | 1.89× | ||
| 11 | Musical film | Movies & TV | 1.88× | ||
| 12 | Belgium national football team | Sports | 1.75× | ||
| 13 | Mathieu Van der Poel | Sports | 1.72× | ||
| 14 | Electronic publishing | News | 1.67× | ||
| 15 | Price | Shopping | 1.62× | ||
| 16 | Cottage | Travel & Leisure | 1.60× | ||
| 17 | K.R.C. Genk | Sports | 1.58× | ||
| 18 | Jumbo (supermarket) | Shopping | 1.55× | ||
| 19 | Bart De Wever | Politics & Society | 1.53× | ||
| 20 | Coolblue | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.50× | |
| Patriotism | CONSERVATISM | 0.96× | |
| Design Affinity | PREMIUM | 0.96× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.52× | |
| Convenience Orientation | PREMIUM | 0.52× | |
| Pet Ownership | JOY | 0.74× |
Vtm has an estimated audience of 1,712,320 people in Belgium, concentrated in East Flanders and West Flanders.
61.7% of Vtm fans are female, 38.3% are male, with an average age of 43.1 years.
Vtm fans show strongest brand affinity for Flanders (2.12×), Eén (2.81×), and Bol.com (2.02×) over the country average.
Vtm fans in Belgium are most concentrated in East Flanders (reach ~400K), West Flanders (reach ~300K), and Antwerp (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Vtm itself, the audience over-indexes on Eén (2.81×), Bol.com (2.02×), HEMA (1.89×), and Coolblue (1.51×) 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 Vtm. 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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