The use of paid streaming is still very popular among domestic users, but in recent years it has not been possible to surpass the impressive viewership of video sharing sites during the Covid period – the National Media and Communications Authority (NMHH) informed Világgazdaság with reference to its recently published research. We also received an answer about which streaming service Hungarian families use, and which age group prefers which service provider.
Live streaming is very popular, but the number of users has decreased
The use of video-on-demand content and streaming services that can be used with a subscription has really exploded in Hungary in the last three or four years.
According to the annual representative survey conducted by the National Media and Communications Authority, nearly half of households – 44 percent – watch films or series on these channels.
– According to the Media Authority. As we learned, according to last year's data, more than two million adults already have at least one streaming subscription.
According to the latest NMHH survey, though, the number of Hungarians visiting streaming providers' websites from a computer or mobile device has fallen by almost 20 percent compared to the previous year. Behind this negative trend, the Media Authority basically believes that a return to normal in consumption values, which jumped exceptionally during the coronavirus pandemic, is likely.
How popular is streaming among age groups?
According to Media Authority research, streaming services are more likely to be used by highly educated households, those in a good financial position, and younger households.
So, for example, while 54% of households with people aged 30-39 last year had streaming subscribers, only 19% of households over 60 had subscriptions.
Likewise, while 65% of households in the best financial situation use the subscription video-on-demand channel, only 24% of households in the worst financial situation do.
Who likes what?
The three most popular streaming providers here are Netflix, HBO Max, and Disney+. According to NMHH research, the program offerings of individual streaming platforms largely determine the age group they can be popular with.
