8 in 10 Telenet customers asked for this, here's what they got.

Vincent Stevens, VP Entertainment at Telenet

May 12, 2026

“We don’t dictate what our customers watch. Our customers dictate us what they wanna watch.” - Vincent Stevens, Telenet

When I interviewed Vincent Stevens, VP Entertainment at Telenet, he alluded to a major commercial reset about to take place at Telenet. Little did I know that it would mean rewiring the traditional bundle from the ground up.

On April 27th, Telenet unbundled itself.

The mandatory digital TV subscription is gone. Streamz, Play Sports, Disney+, Netflix and YouTube Premium are now sold standalone through Telenet, with a 30-day minimum and cancel-any-time billing after that. A customer who wants Netflix without a single linear channel can now buy it from Telenet, with app integration, billing aggregation and a small price advantage layered on top. Until April 27, that customer had to leave.

Every product is priced individually. Internet, mobile, fixed telephony, TV and entertainment are sold à la carte and recombined per customer. The bundle survives as the outcome of customer choice, built up product by product.

The platform now leads with personalised guidance. Telenet pushes a tailored proposal through the My Telenet app, the TV interface, in store and on the phone, drawing on existing usage and product mix. The aggregator role is migrating from “we picked your bundle” toward “we’ll help you pick and the choice stays with you.”

What a bold move, one driven by customer needs with 8 in 10 Telenet customers asking for exactly this according to the operator’s own IPSOS research.

Stevens walked me through the strategic thinking behind all of this on tape; why he’s still backing the set-top box and we closed on the bigger question hanging over the whole industry: what happens to the bundle when the next aggregator is an AI assistant living inside the TV?

WATCH IN FULL 👇🏻

To go deeper on the bundle economy:

This series runs in partnership with Bango, who publish some of the most rigorous research on subscriber behaviour and the economics of bundling. Worth reading alongside the interviews.

To get under the skin of the TBWA Belgium campaign (dubbed “There is now a Telenet for everyone”) and its fictional creatures called Bingefoot (a Bigfoot who binges a little too hard), Zeemeerzakenman (a businessman merman, Merbusinessman in English) and Unifluencers (half unicorn, half influencer), brought to life through costumes, prosthetics, face painting, wigs, CGI, rabbits and dressage horses.