Lotte Vermeir

Vermeir works across linear and digital content strategy, with a strong focus on innovation and changing viewing behaviour. She is closely involved in Play’s shortform strategy, including the development and launch of Play Shorts, the company’s vertical video offering bringing locally produced microdramas, entertainment and non-fiction formats to mobile audiences. Before joining Play Media, Vermeir spent more than 16 years at Belgian public broadcaster VRT in roles spanning audience research, strategy, programming, commissioning, in-house production and digital transformation. From 2021 to 2024, she served as channel manager for VRT 1 and Canvas, with overall responsibility for the channels’ strategy and commissioning across genres. Throughout her career, Vermeir has worked at the intersection of content, audience and platform strategy, with a particular interest in how changing viewing habits create new opportunities for broadcasters and media companies. She holds a master’s degree in