Streaming gains and pay-TV loses in Hungary
SEPTEMBER 20, 2023 09.38 EUROPE/LONDON BY CHRIS DZIADUL

Nearly half (44%) of households in Hungary now watch streaming services.

Furthermore, according to the regulator NMHH, fewer subscribe to pay-TV services than two years ago.

Referring to its annual representative survey, NMHH goes on to say that the three most popular streaming services in Hungary are Netflix, HBO Max and Disney+, watched by 30%, 21% and 14% of households respectively. It also points out that Amazon Prime, despite its large offer, is not making much headway in Hungary due to lack of localised content.

Looking specifically at households, the report says that 54% with a head of household aged between 30-39 received streaming services, with the figure falling to 19% when the head was over 60. Furthermore, 65% of affluent households opted for streaming services, as opposed to 24% of disadvantaged ones.

The report also says that 12% of households no longer watch TV, either because they just watch streaming or consume neither streaming or TV. Furthermore, although the number of pay-TV subscribers was constant for several years at around 3.7 million, it has been falling since mid-2021.

As of the middle of this year, 175,000, or almost 5%, fewer subscriptions were registered than the peak two years ago.