Video on demand in Hungary - statistics & facts
Traditional television broadcasting is still the primary channel for video content consumption in Hungary. However, video streaming service usage is slowly gaining ground. While the vast majority of Hungarians watched television in 2022, the number of video on demand users was significantly lower.
Video on demand revenues have been increasing in Hungary over the past years, totaling approximately 77 million U.S. dollars in 2023. This figure is forecast to continue following a rising trend and reach over 100 million U.S. dollars by 2027.
Which are the leading VOD platforms and content types?
In recent years, an increasing number of video streaming service providers have entered the Hungarian market. However, in 2023, Netflix was still the most popular streaming platform in the country, accounting for a market share of 33 percent. Amazon Prime Video followed while HBO Max ranked third based on the measured interest in streaming services. When it comes to the type of content consumed, Hungarians primarily watched comedies, dramas, and crime shows on Netflix in 2023. At the same time, sci-fi, drama, and superhero-related content was HBO Max viewers’ first choice.Who uses streaming platforms and how?
In 2023, paid video streaming service usage was most common among Hungarians aged 21 to 35 years old, reaching nearly 40 percent of the age group. By comparison, the penetration rate recorded among respondents aged 60 years and older totaled only 11 percent. In the same year, Hungarians mostly used streaming services in the evening, after work, or on the weekend. Multiscreening while streaming movies or series has also become a common phenomenon. Nearly 30 percent of Hungarians used social media on a second device, and another 26 percent exchanged written messages while using streaming services.Video on demand revenues have been increasing in Hungary over the past years, totaling approximately 77 million U.S. dollars in 2023. This figure is forecast to continue following a rising trend and reach over 100 million U.S. dollars by 2027.
