Although Belgium left slightly disappointed to have won only one Olympic medal at Milan-Cortina 2026, the Belgian public was nonetheless passionate about these Winter Games. Television viewership was significantly higher than in Beijing.On the Flemish side: an average of 615.000 viewers per day (compared to 465.000 in 2022), with a peak of 1,028 million viewers and more than 2,6 million viewers concerned. On the French-speaking side: nearly 2,4 million viewers watched the Games (i.e. a little over one in two French speakers), including 38,7% of 15-24 year olds and 39,2% of 25-44 year olds.
Team Belgium has seen strong growth on its social media: during the Games, it reached more than 3,2 million Belgians. The various publications generated a total 33 million views on Instagram and Facebook. The most successful content includes publications dedicated to Loena Hendrickx's short program and the Belgian Ice Bears' medal (in short-track, editor's note). »
« These figures clearly show that The Winter Olympics are regaining popularity in Belgium "The COIB is pleased with this, which wishes to expressly thank its media partners, as well as all Belgian media outlets, for the historic attention given to the Winter Games ».
