At the end of 2013, more than 3.5 million households subscribed to TV services in Hungary. According to the Nielsen Audience Survey, two-thirds of all television households had digital reception after switching off analogue terrestrial broadcasting. 39% of households had an analogue cable reception method.
Budapest, 9 April 2014 – At the end of 2013, after the switch-off of analogue terrestrial reception, more than 3.5 million households had a TV subscription, 89 percent of all Hungarian TV households. Analogue cable reception was available to 1.5 million households, and 2.6 million households received television via some digital platform, including 410,000 households with IPTV. (Households may have more than one mode of purchase at the same time). The proportion of households with a DVR / VOD device that allows time-shifted television viewing was 43%.
The digital buying mode has shown a steady increase in recent years: 45% in 2011, 51% in 2012 and 66% by 2013. The penetration of digital terrestrial reception has increased from 4% to 14% in two years, and digital cable or IPTV reception from 19% to 30%. The proportion of households with digital satellite remained around 22% during the period.
At the end of 2013, households with digital cable or IPTV reached an average of 56 Hungarian-language channels, while those with digital satellite providers reached 51. Households with the best way to receive analogue cable were able to receive an average of 34 Hungarian channels, while those with only digital terrestrial reception were able to receive an average of 19, while those without a subscription were able to receive 7 Hungarian channels.
At the time of the survey, 55% of television households had a TV set. 34% of households had two appliances in use and 11% had three or more appliances. The technological features of the devices have further improved compared to 2012. The proportion of households with LCD, plasma or LED TVs has risen from 33% to 41%, but the proportion of devices with a 16: 9 aspect ratio and HD has also increased to a similar extent. In the fall of 2013, the penetration of TVs with an MPEG4 tuner was 30%, a significant increase from the previous year. 14% of households had a large device with a picture diameter of 94 cm or more, 6% had a Smart TV, and only 3% had a 3D TV.
The youngest TV set was up to 3 years old in 30% of households, 4-10 years old in half of them, and even older in one in five households. The largest image diameter is up to 55 cm in 36% of households and 63 or 72 cm in 29%. Together, households with a TV with a diameter of 82 cm or more accounted for nearly 34%.
At the end of 2013, 88% of Hungarian TV households used a mobile phone and 39% of households had a smartphone. 62% of households used some form of computer, and more than half of it no longer or not exclusively mean a traditional PC. However, the prevalence of tablet and e-book readers is still relatively low: only 7% at the time of the study.
59% of Hungarian TV households had Internet access. In 17% of households, someone watched live or archived broadcasts of Hungarian TV channels on the Internet, and in 22% of them they watched a movie or a series abroad. Compared to previous years, the proportion of households where a family member used to watch videos and movies on the Internet or downloaded them increased significantly: this was typical for 37% of households.
About Nielsen Audience Measurement
Nielsen Audience Measurement is the only one in Hungary to perform instrumental television audience measurement. Nielsen Audience Data provides a “common currency” for television companies, agencies and advertisers on a daily basis based on an independent and transparent system. The independence, professional reliability and credibility of our company’s audience measurement has been confirmed by several different, independent evaluations and audits.
A Nielsen Holdings N.V. (New York Stock Exchange: NLSN) is a global information and market research company, leading market positions in measuring the use of television and other media in addition to marketing and consumer information, and online and mobile research. The company is active in about 100 countries around the world. It is headquartered in New York, USA, and Diemen, the Netherlands.
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