DIGITAL

&

TRENDSDigitalaudioinHungaryCHAPTER

01OverviewAveragedailytimespentontheinternetinHungaryin2022(inhours)AveragedailytimespentontheinternetinHungary202235%30%30%25%20%15%10%5%24%18%16%12%0%Lessthan1hour1-2hours3-4hours5-6hoursMorethan6hours3Description:MostHungarianinternetusersspentthreetofourhoursperdayonlinein2022,accountingfor30percentoftotalsurveyparticipants.Furthermore,12percentofrespondentsspentmorethansixhoursontheinternetdaily.

ReadmoreNote(s):November8

toDecember2,2022;4,000respondents;16yearsandolder;InternetusersSource(s):ArioszKft.;NationalMediaandInfocommunicationsAuthority(Hungary)AudiocontentconsumptioninHungaryin2022,byageandtypeAudiocontentconsumptioninHungary2022,byageandtype18-29

years20%30-39

years27%40-49

years21%50-59

years24%60+

years21%OfflineandonlineExclusivelyonlineExclusivelyofflineNeither38%19%11%16%7%6%16%29%29%37%36%37%38%31%35%4Description:In2022,approximately38percentofHungariansbetweentheagesof18to29yearsoldlistenedtoaudiocontentexclusivelyonlineandanothersixpercentconsunmedaudiocontentsolelyoffline.Bycomparison,37percentofrespondnetsbetweentheagesof50to59yearsoldonlyconsumedofflineaudiocontent.ReadmoreNote(s):Hungary;2022;15,000respondents;16-75yearsSource(s):NationalMediaandInfocommunicationsAuthority(Hungary);PsymaForecastofthedigitalmusicmarketrevenueinHungaryfrom2017to2027(inmillionU.S.dollars)ForecastofthedigitalmusicmarketrevenueinHungary2017-20275045403543.1541.8440.2337.934.93229.413025.58251947201812.8120172019202020212022202320242025202620275Description:Therevenueinthe'DigitalMusic'segmentofthedigitalmediamarketinHungarywasforecasttocontinuouslyincreasebetween2024and2027byintotal5.3millionU.S.dollars(+13.98percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach43.15millionU.S.dollarsandthereforeanewpeakin2027.Notably,therevenueofthe'DigitalMusic'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Hungary;2017to2027Source(s):Advertising&MediaInsightsDigitalaudioadvertisingexpenditureinHungaryfrom2020to2022(inmillionforints)DigitalaudioadvertisingexpenditureinHungary2020-20224504003503002502004251921351501005002020202120226Description:DigitalaudioisoneofHungary'smostrapidlydevelopingdisplayadvertisingformats.Expendituresmorethandoubledbetween2021and2022,peakingat425millionforints.ReadmoreNote(s):Hungary;2020to2022Source(s):IABHungaryCHAPTER

02MusicstreamingMusicstreamingrevenueinHungaryfrom2016to2022(inmillionforints)MusicstreamingrevenueinHungary2016-2022InternationalmusicHungarianmusicClassicalmusic7,0006,0005,0004,0003,0002,0001,000020162017201820192020202120228Description:From2016to2022,themusicstreamingrevenueinHungaryshowedarisingtrend.Overtheobservedperiod,therevenuefromstreamingofinternationalmusicpeakedin2022at4.2billionforints.

ReadmoreNote(s):Hungary;2016to2022Source(s):HungarianRecordingIndustryAssociationMusicstreamingserviceusageinHungaryin2022,byplatformMusicstreamingserviceusageinHungary2022,byplatformIamcurrentlyusingitIusedtouseitbutnotanymoreIhaveheardaboutitbutIhaveneverusedit50%60%50%40%30%20%10%0%44%42%37%37%20%12%12%11%8%7%5%2%2%1%YouTubeMusicSpotifySoundCloudAppleMusicDeezer9Description:In2022,YouTubeMusicwasthemostpopularmusicstreamingserviceinHungary,listenedtoby20percentofrespondents.Another12percentofsurveyedHungariansstatedthattheywerecurrentlyusingSpotify.

ReadmoreNote(s):Hungary;2022;15,000respondentsSource(s):KantarHoffmann;NationalMediaandInfocommunicationsAuthority(Hungary)MusicstreamingserviceusageinHungaryin2022,bygenderandplatformMusicstreamingserviceusageinHungary2022,bygenderandplatformMenWomen25%20%20%15%10%5%14%11%10%7%5%4%3%2%2%0%YouTubeMusicSpotifySoundCloudAppleMusicDeezer10/statistics/1388711/hungary-music-streaming-service-usage-by-genderIn2022,YouTubeMusicwasthemostpopularmusicstreamingserviceinHungary,listenedtoby20percentofmenand11percentofwomen.Spotifycamesecondintheranking,as14percentofmenand10percentofwomenusedtheplatform.

ReadmoreNote(s):Hungary;2022;15,000respondentsSource(s):KantarHoffmann;NationalMediaandInfocommunicationsAuthority(Hungary)MusicstreamingserviceusageinHungaryin2022,bywayofaccessMusicstreamingserviceusageinHungary2022,bywayofaccess40%37.7%35%30%25%20%15%10%5%33.5%24.9%3.3%0%FreelyaccessiblestreamingserviceFamilyaccountOwnsubscriptionAcquaintance'ssubscription11Description:Accordingtoasurveyconductedin2022,nearly38percentofHungarianmusicstreamingserviceusershadtheirownaccount,andafurther34percentusedfreelyaccessibleservices.Atthesametime,25percentoftherespondentsusedafamilyaccount.ReadmoreNote(s):Hungary;2022;1,000respondents;18-60years;UsersofmusicstreamingservicesSource(s):ProArt-Sz?vetségaSzerz?iJogokértShareofweeklymusicstreamingplatformusersinHungaryin2022,byageShareofweeklymusicstreamingplatformusersinHungary2022,byage50%45%45%40%35%30%25%20%15%10%5%32%19%13%8%0%18-29years30-39years40-49years50-59years60+years12Description:In2022,musicstreamingplatformusagewasthemostcommonamongtheyoungergenerationofHungarians,as45percentof18to29-year-oldsstreamedmusiceveryweek.Atthesametime,approximately20percentof50to59-year-oldHungarianswereactivemusicstreamingserviceusers.ReadmoreNote(s):Hungary;December2022;1,000respondents;18yearsandolderSource(s):NationalMediaandInfocommunicationsAuthority(Hungary);PsymaSpotifyusagerateinHungaryin2022,byageSpotifyusagerateinHungary2022,byage30%26%25%20%15%15%10%5%11%7%3%0%16-29years30-39years40-49years50-59years60yearsandolder13Description:In2022,SpotifywasmostlypopularamongtheyoungergenerationsofHungarians.Atthetimeofthesurvey,26percentof16to29yearsoldswereactiveusersofthemusicstreamingplatform.Bycomparison,sevenpercentof50to59yearsoldsusedSpotify,whileinthecaseoftheoldestgeneration,theusageratetotaledthreepercent.ReadmoreNote(s):Hungary;2022;15,000respondentsSource(s):KantarHoffmann;NationalMediaandInfocommunicationsAuthority(Hungary)MostpopularmusicperformersonSpotifyinHungaryin2022,bynumberofstreams(in1,000s)MostpopularmusicperformersonSpotifyinHungary2022Numberofstreamsinthousands05,00010,00015,00020,00025,00030,00035,00033,76040,000Azahriah,DESHAzahriah18,593BrunoXSpaccCarsonComaBSW13,13312,08410,9069,2589,196DzsúdlóManuelHarryStylesBeton.Hofi,HundredSinsEkhoe8,5458,3148,29614Description:In2022,Hungariansmostlylistenedtodomesticmusic.Twodomesticperformers,AzahriahandDESHrecordedthehighestnumberofSpotifystreams,measuringatnearly34million.WhenitcomestoHungarians’favoritesongonSpotify,“Pullup”fromAzahriahandDESHrecordedthehighestnumberofspins,reaching6.5million.ReadmoreNote(s):Hungary;2022Source(s):NationalMediaandInfocommunicationsAuthority(Hungary);SpotifyMostpopularforeignmusicperformersonYouTubeinHungaryin2022,bynumberofviews(in1,000s)MostpopularforeignmusicperformersonYouTubeinHungary2022,bynumberofviewsNumberofviewsinthousands15,000

20,00005,00010,00025,00030,00035,00034,39840,000EminemDavidGuettaImagineDragonsAvaMax27,27026,27122,56922,089Ti?stoTheWeekndLadyGagaEdSheeranMinelli21,82521,65321,48620,26219,633DuaLipa15Description:In2022,EminemwasthemostpopularforeignmusicperformeronYouTubeinHungary,countingover34millionvideoviews.DavidGuettacamesecondintherankingwithapproximately27millionviews.

ReadmoreNote(s):Hungary;2022Source(s):NationalMediaandInfocommunicationsAuthority(Hungary);Varioussources(YouTube)MostpopulardomesticmusicperformersonYouTubeinHungaryin2022,bynumberofviews(in1,000s)MostpopulardomesticmusicperformersonYouTubeinHungary2022,bynumberofviewsNumberofviewsinthousands60,000

80,000020,00040,000100,000120,000121,670140,000AzahriahDesh98,886G.w.M91,23390,593T.DannyValmar83,328BSW70,866L.L.JuniorBurai59,76357,05453,16352,754BrunoxSpaccByeAlexésaSlepp16Description:In2022,AzahriahwasthemostpopulardomesticmusicperformeronYouTubeinHungarywithatotalnumberofnearly122millionvideoviews.Deshcamesecondintherankingwithapproximately99millionviews.

ReadmoreNote(s):Hungary;2022Source(s):NationalMediaandInfocommunicationsAuthority(Hungary);Varioussources(YouTube)CHAPTER

03MusicdownloadsMusicdownloadrevenueinHungaryfrom2017to2027(in1,000U.S.dollars)MusicdownloadrevenueinHungary2017-20277006005004003002001000663.97629.83558.3488.3369.39251.54238.39227.992024224.652025206.792026190.062027201720182019202020212022202318Description:TherevenueofthemusicdownloadsmarketisforecasttocontinuouslydecreaseinHungaryinthefuture,asmusicstreamingplatformsbecomeincreasinglypopular.By2027,revenuegeneratedfrommusicdownloadsisforecasttodecreaseto190thousandU.S.dollarsfrom238thousandrecordedin2023.ReadmoreNote(s):Hungary;2017to2027Source(s):RevenuefrommusicdownloadsinHungaryin2022,bytype(in1,000forints)RevenuefrommusicdownloadsinHungary2022,bytype45,00041,94540,00035,00030,00025,00020,00015,00010,0005,000028,00413,194DomesticmusicInternationalmusicClassicalmusic19Description:Asof2022,domesticmusicgeneratedthehighestrevenueinHungaryfromdownloads,measuringat42millionforints.Duringthesameyear,internationalmusicdownloadsgenerated28millionforints'worthofrevenue.

ReadmoreNote(s):Hungary;2022Source(s):HungarianRecordingIndustryAssociationNumberofmusicdownloadusersinHungaryfrom2017to2027(in1,000s)NumberofmusicdownloadusersinHungary2017-20271,000900938.27942.52930.59916.01910.13893.09889.69807.91809.18812.38802.8680070060050040030020010002017201820192020202120222023202420252026202720Description:ThenumberofmusicdownloadusersinHungaryhasbeenrelativelylowandthefigureisnotexpectedtoundergoamajorincrease.Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach942.52thousandusersandthereforeanewpeakin2027.ReadmoreNote(s):Hungary;2017to2027Source(s):CHAPTER

04PodcastsLeadingpodcastplatformsandappsinHungaryin2023LeadingpodcastplatformsandappsinHungary202340%37%35%30%25%20%15%10%5%23%19%13%11%10%9%0%YouTubeSpotifyGooglePodcastsPlayerFMPodPadApplePodcastDeezer22Description:In2023,YouTubewastheleadingplatformforpodcastsinHungary,accessedbyapproximately37percentofinternetusersforthispurpose.Spotifyrankedsecondwithausershareof23percentwhileGooglePodcastscameinthirdplace.

ReadmoreNote(s):Hungary;2023;InternetusersSource(s):IABHungaryShareofweeklypodcastlistenersinHungaryin2023,bydeviceusedShareofweeklypodcastlistenersinHungary2023,bydeviceused100%90%80%70%60%50%40%30%20%10%0%86%66%48%46%SmartphoneLaptop/NotebookDesktopPCTablet23/statistics/1249767/hungary-podcast-listeners-by-device-usedAsof2023,Hungarianspreferredsmall-screendevicesforlisteningtopodcastsoverdesktopcomputers.ThemajorityofweeklypodcastlistenersinHungarymainlyusedtheirsmartphonesforthisactivity,accountingfor86percentofresponses.

ReadmoreNote(s):Hungary;2023Source(s):IABHungaryPodcastlisteninghabitsofyoungHungariansin2023PodcastlisteninghabitsofHungarianyouth202370%62.72%60%50%40%30%25.99%20%10%0%8.76%2.53%NoYes,evenlongeronesYes,15to20minuteslongonesNoanswer24Description:AccordingtothefindingsofasurveyconductedamongyoungHungariansin2023,themajorityofrespondentsdidnotlistentopodcasts.However,almostathirdofthesurveyparticipantslistenedtoevenlongerpodcasts.Onlyaboutninepercentoftheparticipantssaidtheylistenedto15to20minuteslongpodcasts.ReadmoreNote(s):Hungary;JanuarytoMarch2023;3,202respondents;14-25yearsoldSource(s):BeSocialFrequencyoflisteningtoaudiopodcastsinHungaryin2023FrequencyoflisteningtoaudiopodcastsinHungary202325%20%20%15%15%10%5%10%5%0%AlmostdailyWeeklyMonthlyLessoften25/statistics/1440354/hungary-podcast-listening-frequencyAccordingtotheresultsofasurveyconductedamongHungarianinternetusersin2023,approximatelyhalfoftherespondentslistenedtopodcasts.Moreover,fivepercentofthesurveyparticipantsconsumedaudiopodcastsonanalmostdailybasis.ReadmoreNote(s):Hungary;2023;InternetusersSource(s):IABHungaryActivitiescarriedoutwhilelisteningtopodcastsinHungaryin2023ActivitiescarriedoutwhilelisteningtopodcastsinHungary202370%65%60%50%40%30%20%10%0%54%46%34%EverydayactivitiesOthermediaconsumptionWorkNothing26Description:ThemajorityofregularpodcastlistenersinHungarycarriedouteverydayactivitieswhileconsumingpodcastcontentasof2023.Atthesametime,approximatelyathirdofrespondentslistenedtopodcastswhiletheyworked.

ReadmoreNote(s):Hungary;2023;WeeklypodcastlistenersSource(s):IABHungaryDistributionofpodcastlistenersinHungaryin2023,byusageintensityDistributionofpodcastlistenersinHungary2023,byusageintensity80%71%70%60%50%40%30%20%10%0%27%3%HeavypodcastslistenerLightpodcastslistenerNon-user/Donotknow27Description:In2023,approximately30percentofHungarianslistenedtopodcasts.Moreover,threepercentofallsurveyrespondentscanbeconsideredheavypodcastlisteners,basedonmediausageduration.

ReadmoreNote(s):Hungary;April5toJune17,2023;2,097respondents;18-64years;residentialonlinepopulationSource(s):ConsumerInsightsPodcastadvertisingpenetrationrateinHungaryfrom2017to2027PodcastadvertisingpenetrationrateinHungary2017-202710.98%10.17%10%9.35%8.57%7.76%8%6%4%2%0%6.69%6.49%5.73%4.33%3.11%20181.9%201720192020202120222023202420252026202728Description:PodcastadvertisingreachedapproximatelyeightpercentofHungary'spopulationasof2023.However,thisfigureisforecasttofollowanincreasingtrendinthefutureandpeakat11percentin2027.

ReadmoreNote(s):Hungary;2017to2027Source(s):PodcastadvertisingrevenueinHungaryfrom2017to2027(in1,000U.S.dollars)PodcastadvertisingrevenueHungary2017-20272,0001,8001,6001,4001,2001,0008001,740.191,728.181,704.221,657.321,568.891,413.571,156.85818.89583.266004002000377.382018269.6201720192020202120222023202420252026202729Description:Revenuesfrompodcastadvertisingtotaledapproximately1.6millionU.S.dollarsinHungaryin2023.Theindicatorisestimatedtoreachover1.7millionU.S.dollarsandthereforeanewpeakin2027.

ReadmoreNote(s):HungarySource(s):CHAPTER

05AudiobooksShareofe-booksandaudiobooksinbooksalesrevenueinHungaryfrom2020to2022Shareofe-booksandaudiobooksinbooksalesrevenueinHungary2020-2022120.0%100.0%80.0%60.0%40.0%20.0%2.1%20202.1%20212.1%0.0%2022*31Description:E-booksandaudiobooksaccountedonlyforasmallshareoftheHungarianbooksalesrevenueduringtheshownyears.In2022,digitalbooksgenerated2.1percentofthesalesrevenue.

ReadmoreNote(s):Hungary;2020to2022Source(s):MagyarK?nyvkiadókésK?nyvterjeszt?kEgyesületeDistributionofpodcastandaudiobooklistenersinHungaryin2022,byageDistributionofpodcastandaudiobooklistenersinHungary2022,byage60%50%40%30%20%10%52.2%43.2%2.3%1.5%0.9%0%55yearsandabove45-54years35-44years25-34years18-24years32Description:OverthehalfofHungarianswholistenedtopodcastsoraudiobooksin2022werebetweentheagesof18to24yearsold.Afurther43percentoftheaudiencewasagedbetween25to34years.

ReadmoreNote(s):Hungary;2022Source(s):Start.ioDistributionofaudiobooklistenersinHungaryin2023,byusageintensityDistributionofaudiobooklistenersinHungary2023,byusageintensity90%84%80%70%60%50%40%30%20%10%0%14%2%HeavyaudiobookslistenerLightaudiobookslistenerNon-user/Donotknow33Description:In2023,approximately16percentofHungarianslistenedtoaudiobooks.Atthesame,twopercentofsurveyparticipantswereheavyaudiobookusers,basedontheiraverageusageduration.

ReadmoreNote(s):Hungary;April5toJune17,2023;2,097respondents;18-64years;ResidentialonlinepopulationSource(s):ConsumerInsightsCHAPTER

06OnlineradiosShareofweeklyonlineradiolistenersinHungaryin2022,byageShareofweeklyonlineradiolistenersinHungary2022,byage35%31%30%28%28%25%25%25%20%15%10%5%0%18-29years30-39years40-49years50-59years60+years35Description:Hungariansbetweentheagesof30to39yearswerethemostactiveonlineradiol