Piecing the puzzle of VoD offerings: A comparison of eight US and local services in Flanders

The study conducts a catalogue analysis that zooms in on the small market of Flanders (Belgium), and the content strategies of the eight most popular local and US-based players in the market. Through the comparative analysis, we investigate three main directions. First, we analyse the similarities and differences in the catalogue offerings of US and local video-on-demand (VoD) services. Second, we delve into the strategies of local players as they compete with US streamers and other legacy players. Third, we analyse the share and the characteristics of the Flemish titles on offer. The data was collected in the spring of 2022 and consists of 13,500 title entries. The findings point to a set of complex market dynamics. Local services and US-based players are competing and collaborating to create a jigsaw puzzle of on-demand offerings, through various strategies of complacency, resistance, differentiation and diversification/mimicry.