匈牙利電視消費(fèi)市場(chǎng)前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

DIGITAL

&

TRENDSTelevisionconsumptioninHungaryCHAPTER

01OverviewForecastoftheTV&videomarketrevenueinHungaryfrom2017to2027,bysegment(inmillionU.S.dollars)ForecastoftheTV&videomarketrevenueinHungary2017-2027TraditionalTV&HomeVideoOTTVideo636.698007006005004003002001000740.16715.94709.76681.29677.09671.49663.51652.39638.18596.31266.152027250.572026234.32025216.682024196.982023172.912022161.972021124.04202095.24201976.35201852.0820173Description:TheoveralltelevisionandvideoindustryinHungaryisforecasttoincreasetoarevenueof943.3millionU.S.dollarsby2027.Similiartotoday,traditionalTVandhomevideoisestimatedtoremainthebiggestsegmentinthemarketwith677.1millionU.S.dollars.ReadmoreNote(s):Hungary;2017to2027Source(s):Advertising&MediaInsightsNumberofusersoftraditionalTV&homevideoinHungaryfrom2017to2027(inmillions)NumberofusersoftraditionalTV&homevideoinHungary2017-20278.58.428.48.48.388.368.348.48.38.38.28.328.38.288.268.248.22201720182019202020212022202320242025202620274Description:ThenumberofTVviewersinthe'TraditionalTV&HomeVideo'segmentofthemediamarketinHungarywasforecasttocontinuouslydecreasebetween2023and2027byintotal0.1millionusers.Afterthetenthconsecutivedecreasingyear,theindicatorisestimatedtoreach8.22millionusersandthereforeanewminimumin2027.ReadmoreNote(s):Hungary;2017to2027Source(s):Advertising&MediaInsightsMarketsharesofthetelevisionserviceprovidersinHungaryasof4thquarter2022Televisionserviceproviders'marketsharesinHungary2022Marketshare*20%0%5%10%15%25%30%35%40%45%TelekomDIGI38.6%20.2%VodafoneTarr23.2%3.9%Otherproviders14%5Description:Inthefourthquarterof2022,TelekomwasthemarketleadertelevisionserviceproviderinHungary,accountingforapproximately39percentofthemarket.DIGIrankedsecondwithamarketshareofover20percent.

ReadmoreNote(s):Hungary;Q42022;*Themarketsharesweredefinedbasedonthenumberofsubscriptions.ReadmoreSource(s):NationalMediaandInfocommunicationsAuthority(Hungary)AnnualturnoveroftheprogrammingandbroadcastingactivitiesindustryinHungaryfrom2011to2020(inmillioneuros)Hungary:turnoveroftheprogramming&broadcastingactivitiesindustry2011-2020500457.2457.4434.645040035030025020015010050426.2400.8396.8390.7372.3336.1327.6020112012201320142015201620172018b201920206Description:TheturnoveroftheprogrammingandbroadcastingindustryinHungarydeclinedto434.6millioneurosin2020.Nevertheless,thelasttwoyearsinthisindustryrecordedasignificanthigherturnoverthantheprecedingyears.

ReadmoreNote(s):Hungary;2011to2020Source(s):EurostatCHAPTER

02SubscriptionsNumberoftelevisionsubscriptionsinHungaryinfourthquarter2022,bytechnologyTelevisionsubscriptionsinHungaryQ42022,bytechnologySubscriptions600,0000200,000400,000800,0001,000,0001,200,0001,400,000IPTVDVBC1,179,3961,157,529DTH522,555AnalogueDVBT513,92673,0038Description:Inthefourthquarterof2022,IPTVwasthemostpopulartelevisionservicetechnologyinHungary,reaching1.18millionsubscriptions.ItwasfollowedbyDVBCwith1.16millionsubscriptions.ReadmoreNote(s):Hungary;Q42022Source(s):NationalMediaandInfocommunicationsAuthority(Hungary)ShareofdigitaltelevisionsubscriptionsinHungaryfromQ12020toQ42022ShareofdigitaltelevisionsubscriptionsinHungary2020-202290%85.2%85.3%85.2%85.1%85.1%84.6%83.6%83.8%84.2%83%83.2%83.2%80%70%60%50%40%30%20%10%0%Q12020Q22020Q32020Q42020Q12021Q22021Q32021Q42021Q12022Q22022Q32022Q420229Description:TheshareofdigitaltelevisionsubscriptionsincreasedinHungaryovertheobservedyears.Inthefourthquarterof2022,over85percentofTVsubscriptionsweredigital.

ReadmoreNote(s):Hungary;Q12020toQ42022Source(s):NationalMediaandInfocommunicationsAuthority(Hungary)ShareoftelevisionsubscriptionsforwiredbroadcastinginHungaryasofMarch2021,byproviderShareofwiredbroadcastingtelevisionsubscriptionsinHungary2021,byproviderShareoftotalsubscriptions15%

20%0%5%10%25%30%35%40%TelekomDIGIGroupVodafoneOtherprovidersTarr33.8%27.2%23.5%6.5%4.1%ViDaNet2.6%1.8%0.6%PR-TelecomParisat10Description:AsofMarch2021,TelekomhadthelargestmarketshareoftelevisionsubscriptionsforwiredbroadcastinginHungarywith34percent.ItwasfollowedbyDIGIGroupwith27percent.ReadmoreNote(s):Hungary;March2021Source(s):NationalMediaandInfocommunicationsAuthority(Hungary)ShareoftelevisionsubscriptionsforwirelessbroadcastinginHungaryinMarch2021,byproviderShareofwirelessbroadcastingtelevisionsubscriptionsinHungary2021,byproviderShareoftotalsubscriptions15%0%5%10%20%25%30%35%DIGIGroupDirectOne32.6%29%Telekom28.1%MinDigTVExtra10.3%11Description:AsofMarch2021,DIGIGrouphadthelargestmarketshareoftelevisionsubscriptionprovidersforwirelessbroadcastinginHungarywith32.6percent.ThesecondbiggestproviderwasDirectOne.

ReadmoreNote(s):Hungary;March2021Source(s):NationalMediaandInfocommunicationsAuthority(Hungary)CHAPTER

03ChannelsandprogramsBroadcastshareofTVprogramsinHungaryasof2ndquarter2022,bytypeBroadcastshareofTVprogramsinHungary2022,bytypeOther24.2%Movie10.4%Fiction28.6%Religion0.3%Entertainment9.9%Science,culture9.8%Information2.7%Musicprogram4.3%Sport6.1%News3.7%13/statistics/1322746/hungary-broadcast-share-of-tv-programs-by-typeInthesecondquarterof2022,fictionprogramsaccountedforthehighestbroadcastingshareonHungariantelevisionchannels,measuringatalmost29percent.Duringthesameperiod,moviesaccountedforover10percentofthebroadcastingtime.ReadmoreNote(s):Hungary;Q22022Source(s):Media1;NielsenTelevisionAudienceMeasurementDistributionoftelevisionchanneltypesinHungaryin3rdquarter2022,bydailyTVviewingtimeshareShareofTVchannelgenresinHungary2022,byviewingtimeShareofviewingtime15%0%5%10%20%25%30%FictionMovies25.7%14.2%12.2%NewsEntertainmentSports10%5.3%ScienceandcultureInformationMusic4.6%4.6%2%Religion

0.1%Other21.4%14Description:Inthethirdquarterof2022,approximately26percentoftheTVviewingtimeinHungarywasdedicatedtofictionchannels.Moviechannelstookthesecondplaceintherankingwithover14percentofviewingtime,followedbychannelsbroadcastingnewsprograms.ReadmoreNote(s):Hungary;Q32022Source(s):Media1;NielsenTelevisionAudienceMeasurementTelevisionchannelsbynumberofFacebookfollowersinHungaryasof2ndquarter2021(in1,000s)TelevisionchannelsbynumberofFacebookfollowersinHungary20226005665004003002001000341293280211115M295229ATVTV2LifeTVHírTVRTLKlubDunaTVStory4DunaWorld15Description:Inthesecondquarterof2022,ATVhadoverhalfmillionFacebookfollowers.TV2rankedsecondwith341thousandfollowersonthesocialmediaplatform.ReadmoreNote(s):Hungary;Q22022Source(s):DigitálisK?z?nségmérésiTanács;Gemius;NationalMediaandInfocommunicationsAuthority(Hungary)ViewershareofTV2andRTLinHungaryinMay2023,byageViewershareofTV2andRTLinHungary2023,byageTV2RTL14%12%10%8%11.7%9.2%9.2%7.4%7.3%7.2%6%4%2%0%18-59years18-49years4+years16Description:InMay2023,TV2recordedhigherviewersharesthanRTLamongallagegroups.Duringthatmonth,thetelevisionchannelreached11.7percentofthepopulation.ReadmoreNote(s):Hungary;May2023Source(s):IndexinHungary;TV2CsoportCHAPTER

04Video-on-demandForecastofthevideo-on-demandmarketusersinHungaryfrom2017to2027,bysegment(inmillions)Forecastofthevideo-on-demandmarketusersinHungary2017-2027,bysegmentVideo-on-Demand4.99VideoDownloads(EST)5.36Pay-per-View(TVoD)5.12VideoStreaming(SVoD)5.356.05.04.03.02.01.00.05.565.445.255.244.854.764.710.940.950.910.520.920.940.90.530.870.870.890.870.520.8860.50.890.510.90.90.830.490.820.780.460.70.660.620.530.440.370.42017201820192020202120222023202420252026202718Description:Overtheforecastperioduntil2027,thenumberofusersisforecasttoexhibitfluctuationsamongthefoursegments.Nevertheless,theindicatorisexpectedtobeclearlythehighestinthesegmentVideo-on-Demandthroughouttheentireforecastperiod.Forexample,thissegmentreachesamaximumvalueof5.56millionusers,whichissignificantlyhigherthantheaverageofotherhighestvalues,whichisamountingto1.99millionusers.ReadmoreNote(s):Hungary;2017to2027Source(s):Revenueofvideo-on-demandmarketinHungaryfrom2017to2027,bysegment(inmillionU.S.dollars)Revenueofvideo-on-demandinHungary2017-2027,bysegmentVideoStreaming(SVoD)Pay-per-View(TVoD)VideoDownloads(EST)3024.9824.22523.4222.6221.4319.57201510518.6616.913.1911.6711.2110.7410.5110.289.625.428.418.495.828.27.185.745.364.095.255.435.475.55.525.535.323.195.0502017201820192020202120222023202420252026202719Description:Therevenueisforecasttoexperiencesignificantgrowthinallsegmentsin2027.Concerningthethreeselectedsegments,thesegmentVideoStreaming(SVoD)hasthelargestrevenuewith24.98millionU.S.dollars.Contrastingly,VideoDownloads(EST)isrankedlast,with5.53millionU.S.dollars.Theirdifference,comparedtoVideoStreaming(SVoD),liesat19.45millionU.S.dollars.ReadmoreNote(s):Hungary;2017to2027Source(s):DigitalMarketInsightsNumberofsubscriberstovideostreamingservicesinHungaryin2022,byprovider(in1,000s)NumberofsubscriberstovideostreamingservicesinHungary2022,byprovider2,0001,7801,8001,6001,4001,2001,0008001,250600400200123.691.30NetflixHBOMaxAppleTV+PrimeVideo20Description:AsofJune2022,NetflixhadthehighestnumberofactiveusersofallvideostreamingserviceprovidersavailableinHungary,measuringat1.78millionindividuals.ItwasfollowedbyHBOMaxwhichcounted1.25millionsubscribers.

ReadmoreNote(s):Hungary;June2022;2,200respondents;18yearsandolder;StreamingserviceusersSource(s):GKIdigitalHungarians'favoritevideostreamingserviceprovidersin2022Hungarians'favoritevideostreamingserviceproviders202270%58%60%50%40%30%20%10%0%19%0.5%0.3%NetflixHBOMaxAppleTV+PrimeVideo21Description:AsofJune2022,NetflixwasHungarians'favoritevideostreamingserviceprovider,accountingfornearly60percentoftheanswers.Atthesametime,almost20percentofsurveyedHungarianspreferredHBOMax.

ReadmoreNote(s):Hungary;June2022;2,200respondents;18yearsandolder;StreamingserviceusersSource(s):GKIdigitalDistributionofHungariansbycontenttypeviewedonvideostreamingplatformsonthepreviousdayin2021MostpopularcontenttypesviewedonvideostreamingplatformsinHungary2021Shareofrespondents6%0%2%4%8%10%12%14%InternationalmoviesInternationalweeklyseriesIn-depthtalkshow13%11%10%InternationalsitcomHungarianmovieorfilmDocumentaries9%7%6%Docu-realityInternationaldailyseriesComedyshow5%5%4%PoliticalandpublicanalysisMagazineshows3%3%3%3%HungarianweeklyseriesSportsbroadcasting22Description:In2021,internationalmoviesprovedtothetheleadinggenreonstreamingplatformsinHungaryas13percentofthesurveyparticipantshadwatchedthemonthedaybeforetheinterview.Internationalweeklyseriescamesecondintheranking,chosenby11percentoftherespondents.ReadmoreNote(s):Hungary;2021;1,006respondents;16-64years;InternetusersSource(s):KantarHoffmann;MagyarElektronikusM?sorszolgáltatókEgyesülete;NationalMediaandInfocommunicationsAuthority(Hungary)CHAPTER

05TVviewinghabitsDistributionofpeoplewatchingtelevisioninHungaryin2022,byfrequencyDistributionofHungariansbyfrequencyofwatchingTV202250%46%45%40%35%30%25%20%15%10%5%19%12%10%9%3%0%EverydayMultipletimesaweekMultipletimesamonthLessoftenNeverIdonotaccessthisservice24/statistics/1188900/hungary-frequency-of-watching-tvApproximately46percentofHungarianadultswatchedtelevisioneverydayin2022.OnlythreepercentofrespondentsstatedthattheyneverwatchedTVandanother12percentofsurveyparticipantsstatedthattheydidnothaveaccesstothisservice.ReadmoreNote(s):Hungary;2022;18-59yearsoldSource(s):ImpetusResearch;MagyarElektronikusM?sorszolgáltatókEgyesülete;NationalMediaandInfocommunicationsAuthority(Hungary)AveragetimespentwatchingTVperdayinHungaryin2022,byage(inminutes)AveragedailytimespentwatchingTVinHungary2022,byage400350300250375.5271.6203.6200163.61501005004-17yearsold18-49yearsold50+yearsoldTotal25Description:In2022,Hungariansspentonaverage4.5hourswatchingtelevisioneachday,withseniorcitizensspendingthehighestamountoftimeinfrontoftheTVscreen.Duringthesameyear,Hungariansbetweentheagesof18to49yearsoldwatchedtelevisionapproximately3.4hoursaday.ReadmoreNote(s):Hungary;2022Source(s):Media1;NielsenAudienceMeasurementShareofHungarianswatchingTVatleastweeklyin2021,byeducationlevelShareofHungarianswatchingTVatleastweekly2021,byeducationlevel120%97%100%80%60%40%20%0%94%90%85%PrimaryschoolVocationalschoolHighschoolCollegedegree26Description:Accordingtothefigures,nearlyallHungarianswithprimaryschoolastheirhighestlevelofeducationalattainmentwatchedtelevisionatleastweekly.AmongHungarianswithacollegedegreethisfiguretotaled85percent.ReadmoreNote(s):Hungary;2021;1,006respondents;16-64years;InternetusersSource(s):KantarHoffmann;MagyarElektronikusM?sorszolgáltatókEgyesülete;NationalMediaandInfocommunicationsAuthority(Hungary)ShareofdevicesusedforwatchingtelevisioninHungaryin2022DevicesusedforwatchingtelevisioninHungary2022100%89%90%80%70%60%50%40%30%20%10%0%43%12%2.1%1.5%Flat-screenTVSmartTVTraditionalTVsetMonitorSmartTVstick27Description:In2022,flat-screentelevisionswerethemostcommondevicesusedforwatchingTVinHungary.SmartTVsrankedsecondastheywerepresentin43percentofsurveyedhouseholds.

ReadmoreNote(s):Hungary;August23

toSeptember30,2022;3,244respondents;14yearsandolderSource(s):ArioszKft.;NationalMediaandInfocommunicationsAuthority(Hungary)Whattypesofprogramsdoyouusuallywatchontelevision?MostpopularTVprogramtypesinHungary202280%70%60%50%40%30%20%10%0%67%67%61%60%58%57%49%25%3%Naturefilm,documentaryNewsSportTalkshowGastronomy,lifestyle,DIYFeaturefilmTVshowMusicOther28Description:Asof2022,almost70percentofrespondentswatchedthenewsandnaturefilmsaswellasdocumentariesonTVinHungary.Sportsbroadcasts,talkshows,featurefilms,andgastronomyandlifestyle-relatedprogramswereviewedbyaround60percentoftheparticipants.ReadmoreNote(s):Hungary;November7-14,2022;600respondents;18-59yearsSource(s):ImpetusResearch;MagyarElektronikusM?sorszolgáltatókEgyesülete;NationalMediaandInfocommunicationsAuthority(Hungary)CHAPTER

06TelevisionadvertisingRevenuefromtelevisionadvertisementsinHungaryfrom2017to2022,bytype(inmillionforints)RevenuefromTVadvertisementsinHungary2017-2022,bytypeCommercialnon-spotCommercialspotPublicsector80,00070,00060,00050,00040,00030,00020,00010,00008,5339,8348,0678,9836,9967,56660,25958,58552,67750,33149,51549,4214,17320204,78520214,63520223,16120173,33520184,006201930Description:Overtheobservedperiod,ineachyear,spotadvertisementsaccountedforthebiggestpartofthetotalTVadrevenueinHungary.In2022,commercialspotadvertisementsgeneratedarevenueofapproximately60billionforints.

ReadmoreNote(s):Hungary;2017to2022Source(s):MagyarElektronikusM?sorszolgáltatókEgyesülete;PwCAveragenumberofTVspotsbroadcastdailyinHungaryfrom2ndquarter2017to2ndquarter2022(in1,000s)AveragenumberofTVspotsbroadcastdailyinHungary2017-202245,00042,08540,13239,32540,00035,00030,00025,00020,00015,00010,0005,000032,61927,55727,224Q2'17Q2'18Q2'19Q2'20Q2'21Q2'2231Description:TheaveragenumberofTVspotsbroadcastdailyonHungariantelevisionchannelsoscillatedovertheshownperiod.Thehighestnumberwasrecordedinthesecondquarterof2021atover42thousand.

ReadmoreNote(s):Hungary;Q22017toQ22022Source(s):DigitalHungary;NielsenTelevisionAudienceMeasurementDistributionofnewTVadvertisementsinHungaryinthesecondhalfof2022,bysectorDistributionofnewTVadvertisementsinHungaryH22022,bysectorShareofadvertisements15%

20%0%5%10%25%30%35%40%45%TradePharmaceuticalproductsFreetime42%13.3%9.2%Foodproducts5.4%4.6%4.5%4.1%BeautyproductsServicesMasscommunicationTelecommunicationTransportation2.3%2.2%2.2%2.2%1.9%1.6%FinancialinstitutionsIndustry,agricultureHouseholdgoodsExcisegoodsOther5%32Description:BetweenJuneandDecember2022,over40percentofnewlybroadcastedtelevisionadvertisementsbelongedtothetradesector.Pharmaceuticalproductsrankedsecond,accountingformorethan13percentofnewadvertisements.

ReadmoreNote(s):Hungary;H2