Digital audio in Hungary - statistics & facts

Like most media formats, audio content consumption has shifted towards the online space. Due to its growing audience base, the digital audio market has attracted advertisers who wish to reach larger crowds. Consequently, Hungary’s online audio advertising expenditure increased by over 120 percent between 2021 and 2022. With podcast and music streaming growing in popularity, are on-demand audio formats threatening the role of the radio?

Music streaming won over younger listeners

An increasing share of Hungarians are turning their attention to music streaming platforms; however, online radios are still the most listened-to digital audio format. In 2022, almost half of the population between the ages of 18 to 29 streamed music online, while this was true for approximately a third of Hungarians aged 30 to 39 years old. Internet radio usage rate was considerably lower among young adults, reaching fewer than 30 percent. However, online radios were equally popular among 30 to 39-year-olds as streaming platforms, while older generations were considerably more open to listening to online radios. YouTube Music and Spotify are the leading music streaming platforms used in Hungary, followed by SoundCloud and Apple Music. Nevertheless, while Spotify users seemingly enjoy a variety of music, when it comes to listening to domestic performers, YouTube is Hungarians’ first choice.

The podcasting market continues to grow

Even though the very first podcasts were launched in the early 2000s, this segment of the on-demand audio market is still developing in Hungary. The country’s first podcasters were private individuals; however, by the end of the 2010s, most large online media organizations had launched their own broadcasts. While in the initial period, podcasts mostly gained ground among younger generations, nowadays, they are well received by a wider audience. As of 2023, approximately half of the country’s online population listened to podcasts, with 20 percent being weekly users. In addition to the extensive range of covered topics, easy, on-demand accessibility is one of the main reasons behind the growing popularity of podcasts. With multitasking becoming a new norm, most Hungarians who regularly listen to podcasts usually do so while carrying out their everyday activities. Despite the increasing number of people consuming podcasts and other digital audio content, it is unlikely that radios will lose their significance any time soon. In 2023, the vast majority of Hungary’s population listened to the radio weekly, while digital audio formats reached a considerably lower share of the audience.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Flora Medve, Jan 12, 2024

Key insights

Digital audio advertising expenditure in Hungary
1.2m EUR
Digital music market revenue in Hungary
173m USD
Podcast advertising revenue in Hungary
1.6m USD
Get more insights

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