The Great Migration: From Open Air to App-Only Sports
The landscape of sports broadcasting is undergoing a seismic shift. For years, the Belgian Cup final served as a cornerstone of accessible sports, available to anyone with a television. However, the recent move to host the clash between Anderlecht and Union exclusively on the DAZN app signals a broader trend: the migration from linear “open net” broadcasting to closed streaming ecosystems.
This transition is driven by the ambition of streaming platforms to become the definitive “Home of Belgian Football.” By consolidating the Jupiler Pro League, Challenger Pro League, and the Beker van België into a single app, providers are attempting to centralize the fan experience. While this offers a one-stop shop for enthusiasts, it disrupts the traditional viewing habits of the general public.
Commercial Interests vs. Public Access: The Legal Tug-of-War
The conflict between DAZN and traditional broadcasters like VRT and VTM highlights a growing tension in the industry: the gap between “market-conform” commercial value and the social mandate of public accessibility.
When rights holders claim that bids from public broadcasters are insufficient or not “market-conform,” they prioritize the commercial maximization of the asset. This often leads to a “paywall” or “app-wall” effect, where the event is no longer available on the “trusted destinations” of the past.
The Role of Media Regulation
As streaming services bypass traditional television, legacy laws are being put to the test. Some of these regulations were written over two decades ago, creating a friction point between outdated legal frameworks and modern digital delivery. The current situation involving the Vlaamse Regulator voor de Media (VRM) suggests that the definition of “accessibility” is being legally contested.
If a match is available for free via an app but not on a television channel, does it still satisfy the requirement for a “broad public” audience? This question is central to the potential legal steps being considered by VRT.
The Future of “Events of Public Interest” in a Digital Age
The move toward exclusive app-based broadcasting suggests several long-term trends for the sports industry:
- Fragmentation of viewership: Instead of a unified national audience on one channel, fans are split across various subscriptions, and platforms.
- Direct-to-Consumer (DTC) Models: Rights holders are increasingly bypassing intermediaries (like Telenet or Proximus) to own the relationship with the viewer through their own apps.
- Increased Legal Scrutiny: One can expect more interventions from government ministers and media watchdogs to ensure that “connecting” sporting moments remain accessible to all, regardless of their tech literacy or device ownership.
As Minister Cieltje Van Achter noted, these events have a “connecting value” for society. The challenge for the future will be balancing the financial sustainability of sports rights with the belief that major cultural moments should not be hidden behind a digital barrier.
Frequently Asked Questions
Why is the Belgian Cup final not on VRT or VTM?
DAZN, the rights holder, stated that they did not receive “market-conform bids” from broadcasters, leading them to preserve the broadcast exclusive to their own app.
Is it legal for a major final to be app-exclusive?
What we have is currently a point of legal contention. The Mediadecreet requires events of public interest to be on open net, and VRT is exploring whether DAZN’s decision violates this regulation.
Can I still watch the match for free?
Reports indicate that while the match is exclusive to the DAZN app, it may be offered for free without a subscription, though it remains unavailable on traditional open-net television.
Who is the “media watchdog” involved in this case?
The Vlaamse Regulator voor de Media (VRM) is the body expected to provide clarity on the possibilities within the Mediadecreet.
What do you think? Should major sporting events be required by law to stay on free-to-air television, or is the shift to streaming inevitable? Let us know in the comments below or subscribe to our newsletter for more industry insights!
