Media - Hungary | Statista Market Forecast

Media - Hungary

Hungary

Highlights

Market definition

In-Scope/Out-of-scope

Market structure

Reports

Methodology

Revenue in the Media Market is projected to reach US$16.56m in 2025.
Revenue is expected to show an annual growth rate (CAGR 2025-2029) of -0.38%, resulting in a projected market volume of US$16.31m by 2029.
With a projected market volume of US$14.32bn in 2025, most revenue is generated United States.
In the Media Market, the number of users is expected to amount to 2.8m users by 2029.
User penetration will be 28.1% in 2025 and is expected to hit 29.9% by 2029.
The average revenue per user (ARPU) is expected to amount to US$8.10.

Definition:

The eCommerce Media market is a sector of online retailing that focuses on selling media-related products through digital channels. The purpose of eCommerce Media is to provide consumers with a convenient and accessible way to purchase a wide range of products, including books, music, video games and home video.

The relevance of the eCommerce Media market lies in its ability to offer consumers a vast selection of media products at competitive prices, with the added convenience of home delivery. It also enables brands and retailers to personalize recommendations and promotions based on customer preferences and purchase history, increasing customer engagement and loyalty.

The eCommerce Media market has experienced significant growth in recent years, driven by factors such as the increasing availability of digital content and streaming services, the popularity of audiobooks and podcasts, and the COVID-19 pandemic, which has led to more time spent at home and increased demand for entertainment and educational content.

Examples of successful eCommerce Media businesses include Amazon Books, which offers a wide range of physical and digital books across different genres and formats.

Structure:

The eCommerce market for Media consists of four markets:

The Books market includes the sale of physical books, e.g., Textbooks, Academic Books and Collectible Books, via a digital channel.
The Home Video market includes the sale of physical video contents, e.g., DVDs and Blu-ray discs and Computer/Console Video, via a digital channel.
The Music market includes the sale of physical music formats, e.g., CDs, Vinyl records and Cassette tapes, via a digital channel.
The Video Games market includes the sale of physical video games, e.g., DVDs and Blu-ray discs and Computer/console games, via a digital channel.

Additional Information:

Media comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definitions can be found on each respective market page.

Key players in the market are companies like Amazon, Saturn or MediaMarkt.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Advertising & Media Market Insights.

Revenue

Revenue Change

Notes: Data was converted from local currencies using average exchange rates of the respective year.

Most recent update: Jan 2025

Source: Statista Market Insights

Average Revenue per User

Most recent update: Jan 2025

Source: Statista Market Insights

Return Rate as a Percentage of Market Revenue

Most recent update: Sep 2024

Source: Statista Market Insights

Analyst Opinion

The Media eCommerce market in Hungary is currently facing a mild decline, influenced by shifting consumer preferences towards streaming services, competition from international platforms, and changing purchasing habits that prioritize convenience over ownership.

Customer preferences: In Hungary, there is a notable shift towards on-demand content consumption, with younger demographics gravitating towards streaming platforms that offer personalized viewing experiences. As a result, traditional media purchasing is declining. Additionally, the rise of mobile-first consumption reflects a cultural preference for convenience, with users favoring apps that provide seamless access to entertainment. The growing trend of social media influencers promoting digital content also plays a role, as they shape consumer tastes and drive interest in niche markets.

Trends in the market: In Hungary, the Media eCommerce market is experiencing a significant transformation as consumers increasingly favor subscription-based streaming services over traditional media purchases. This shift is driven primarily by younger audiences seeking tailored content experiences and the flexibility of on-demand viewing. The proliferation of mobile apps enhances user convenience, allowing for content consumption anytime, anywhere. Furthermore, social media influencers are becoming pivotal in shaping preferences, driving engagement with niche content, and affecting marketing strategies for brands. These trends indicate a shift in consumer behavior that industry stakeholders must adapt to in order to remain competitive and relevant.

Local special circumstances: In Hungary, the Media eCommerce market is influenced by the country's rich cultural heritage and a strong emphasis on local content. With a population that values national identity, there is a growing demand for Hungarian-language films and series, prompting platforms to invest in local productions. Additionally, Hungary's regulatory environment encourages competition by promoting content diversity and protecting consumer rights. The widespread availability of high-speed internet supports the rapid adoption of streaming services, while a younger demographic drives trends in digital consumption and social media engagement.

Underlying macroeconomic factors: The Media eCommerce market in Hungary is shaped by macroeconomic factors including national economic stability, consumer spending power, and global digital trends. The country's GDP growth and low unemployment rates bolster consumer confidence, encouraging spending on digital content. Additionally, Hungary's investment in digital infrastructure enhances access to streaming services, driving market expansion. Global trends, such as the rise of subscription-based models and the increasing popularity of mobile usage, further influence local consumption patterns. Supportive fiscal policies aimed at enhancing cultural industries also stimulate investments in local content, ensuring a vibrant media landscape that resonates with Hungarian audiences.

Methodology

Data coverage:

Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Modeling approach / Market size:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.

Additional Notes:

The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.