The number of Hungarians visiting streaming providers from a computer or mobile device has decreased by almost 20%, compared to a year earlier.
The National Media and Communications Authority (NMHH), analysed the mobile and computer traffic of the web interfaces of nine nationally available streaming services.
It says the negative trend may be primarily due to a return to normal consumption values, which jumped to exceptionally high during the coronavirus pandemic.
According to NMHH, the program offerings of individual streaming platforms largely determine which age group they derive their audiences from.
The three major international platforms, Netflix, Disney+ and HBO Max/Max, targeted the 16-39 age group particularly well, while TV2 Play, Filmio and SkyShowtime have a majority of 50-75 year olds in their audience. There is only a significant difference between the sexes in three cases: SkyShowtime and Telekom TV GO are more popular among men, while TV2 Play is more popular among women.
Even though the number of streaming services available Hungary is constantly increasing, this did not cause a decline in the competition: the new players instead attracted new users who had not subscribed to the established services.
It is also not uncommon for users to subscribe to the services of a new entrant, while retaining existing subscriptions: in June 2024, 439,000 people, i.e. about a quarter of domestic streaming consumers, visited more than one of the major services.
The study found that in the first half of 2024, Netflix was the most visited streaming platform on computer and mobile devices in Hungary, with 1,690,000 visitors per week. Second-placed HBO Max attracted 419,000 users in one week, followed by Disney+ with 285,000. Not far behind was the most popular Hungarian service provider, TV2 Play, which was visited by 259,000 people per week. In the period in question, RTL+ attracted 144,000 visitors, SkyShowtime 122,000, Amazon Prime Video 65,000, Telekom TV GO 52,000, and the Filmio service of the National Film Institute attracted 5,000 visitors in an average week.
