Belgium's media environment is determined by the country's intricate political framework. In the north, there lies Flanders, a Dutch-speaking region with a population of around 6.7 million people in 2021. Then there are about 4.8 million French-speaking Belgians in the south, the majority of them live in Wallonia and some in the Brussels-Capital Region (Brussels and its neighboring towns).

Finally, in the extreme east, there is a small German-speaking enclave of approximately 75,000 to 80,000 individuals. Belgium's linguistic, political, and cultural distinctions have resulted in a landscape that mirrors the country's federal state structure as well as its language groups. As a result, one could argue that there is no single "Belgium" media market. Instead, there are several, each with its distinct brand and qualities.