TV viewing habits have changed significantly in recent years, with the entry of streaming services, which have shifted the way people watch TV from channel to program, according to a survey, and it has also changed where people watch TV, such as in their rooms, on the terrace or on the train.
A research by Direct One, a provider of satellite and online TV services, shows that more and more people are choosing to watch TV in a flexible way, without being tied to time and place. Nearly half of respondents regularly watch programs, films and series online, with this type of content consumption via smartphone being the most popular among 18-24-year-olds, but 57% of 25-39-year-olds and 47% of 40-59-year-olds also watch programs online.
The analysis shows that the most popular content is movies and series, documentaries and news, and sports.
The dynamics of change are also reflected in the data: according to PriceWaterhouseCoopers (PwC), in 2019, annual subscriber revenues for traditional TV services almost reached USD 400 million, while streaming services in Hungary accounted for just under USD 50 million. By 2024, the traditional market is forecast to shrink by more than 1.3%, while the streaming market is projected to grow by almost 13%.
According to data from the information, data and market research company Nielsen, in the first quarter of 2021, the Hungarian population spent an average of 5 hours 12 minutes a day in front of a TV set: women 5.5 hours and men 4 hours 53 minutes. People watched news programs 11% of the time and an average of 37 minutes of advertising per day. For the population as a whole, daily TV viewing time was 3 minutes more than in 2020, and the same increase was recorded for 18-49-year- olds. The biggest increase was for the over-50s, who already watch the most TV, who increased their viewing time by 7 minutes to an average of 7 hours 11 minutes per day.
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