The Rising Trend of Streaming and Podcasts Among Youth
The National Media and Infocommunications Authority’s Media Market Report 2023 highlights the changing media consumption habits of young people, which is transforming faster than average. The report reveals that young people aged 13-29 spend significantly less time watching TV compared to the national average. The time spent watching TV sharply declines at the age of 13, as online content consumption becomes the preferred choice.
Additionally, radio listening has also decreased among young people, with a 64% drop for 15-19 year olds and a one-third decrease for 20-29 year olds compared to four years ago. The share of print publications has also been steadily declining, with only 44.2% of those aged 15 and over regularly reading a printed newspaper.
In contrast, young people are spending an increasing amount of time consuming online content, with those aged 8-15 spending an average of 234 minutes a day in front of their smartphone screens in 2022. The time spent online has also increased for the population as a whole, with 58% of internet users in Hungary spending more than three hours a day on average in front of a screen last year. Streaming services and video-sharing platforms such as Netflix, HBO Max, YouTube, and TikTok are now leading the way as competitors to traditional TV, while listeners are turning to Spotify, YouTube, and podcasts instead of radio.
The growth of the advertising market has slowed, with a decline in real terms, as the online advertising market is dominated by global companies such as Facebook and Google. Only 4% of 15-75 year olds use all four sources (TV, radio, online, print) for news and information.
Furthermore, 74% of Internet users over 16 years of age have encountered harmful content on social networking sites, with fake news and scam advertising being the most common. The National Media and Infocommunications Authority considers it important to contribute to the improvement of media awareness and the development of media culture in Hungary.
The report also highlights the shift towards streaming services, with 44% of households watching films or series via streaming services and the beginning of a decline in television subscriptions. The most popular streaming platforms in Hungary are Netflix, HBO Max, and Disney+, with the majority still opting for high-definition TV sets.
