It is mainly typical for the 18-49 age group and those with at least a high school diploma to watch TV online. Among other things, this is stated in Nielsen’s Audience Survey’s TV Plus survey of people over the age of four.
The most popular Hungarian programs on the Internet are sports (with 35% viewership), soap opera (31%), news (29%), talent search (28%), as well as reality shows (17%), shows (16%), magazines, cooking and quizzes ( both 12%).
About 1.4 million people watch Hungarian TV content on the Internet and prefer larger screens; 58 percent use a laptop, 54 percent use a desktop computer, 14 percent use a tablet, and 10 percent use a smartphone.
Mobile devices are playing an increasingly important role. Four out of five adults aged 18-49 have a smartphone, which 71 percent also use to browse the internet with it. Laptops are also quite common in this age group. 64 percent of its members have a laptop and 52 percent use it (also) to surf the Internet at home.
By age, online TV is the most prevalent among 18-29 year olds, with a rate of 31 percent. They are followed by 30-39 year olds and 40-49 year olds with 19 and 18 percent, respectively. Only 10 to 11 percent of other age groups use this option. The gender ratio is 52:48 percent in favor of women.
44 percent of consumers use the Internet while watching TV, which means 3.9 million people. According to age groups, 63 per cent of those aged 18-49 have the highest and 13 per cent of those aged 60 and over have the lowest.
In recent years, the OTT (Over The Top) service and the online video store Netflix have also appeared. These alternative content consumption options are no longer clearly tied to a TV, but the content they offer is available on any device that can be connected to the Internet, such as a laptop, tablet, or smartphone. Of these, OTT is better known; already 33 percent of respondents had heard of it, compared to only 8 percent of Netflix. However, both options are far from being tried and used in their daily lives.
It is worth mentioning the fact that 3.5 percent of the Hungarian population over the age of four live in a household without a TV. But 186,000 of them watch TV content online.
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Methodology
The TV Plus survey of Nielsen Közönségmérés Kft. The results were weighted by population projection age, non-education, household size, settlement type, and statistical region as of January 1, 2016. The survey period is 17 February to 26 March 2016. The data represent 9,154,312 persons over four years of age living in private households.
About Nielsen
Nielsen Holdings Inc. (listed on the New York Stock Exchange: NLSN) is a global performance optimization company that comprehensively understands what consumers are looking at and buying. Nielsen’s watch segment provides metering services to media and advertising customers for all devices on which they consume content (video, audio, text). The buy segment offers packaged food manufacturers and traders a unique global overview of the industry based on retail performance measurement. By integrating viewing and purchasing information, as well as other data sources, Nielsen provides its customers with world-class measurement data and analysis to help them improve their performance. Nielsen is listed in the U.S. list of 500 financial services firm Standard & Poor’s, from which the U.S. stock index is calculated. Its operations cover more than 90 percent of the world’s population in more than a hundred countries. For more information, please visit our website: www.nielsen.com
