Digital audio in Hungary - statistics & facts

Digital audio encompasses several media formats, such as music streaming platforms and applications, online radios, podcasts, and audiobooks. Due to its steadily growing audience, the digital audio market has also attracted advertisers who wish to reach larger crowds. As of 2021, digital audio advertising expenditure totaled 0.6 million euros in Hungary.

Digital music

Music is undoubtedly the largest segment of the Hungarian digital audio market, and its revenue is expected to increase to nearly 28 million dollars by 2027. As of 2021, revenues generated from the streaming of international music peaked at 3.6 billion forints and downloads of international music generated a further 45 million forints. Considering streaming platforms, YouTube and Spotify are the most important players on the market. However, while Spotify users seemingly enjoy a variety of music, YouTube is Hungarians’ first choice when it comes to listening to domestic performers. According to the findings of a survey conducted in 2021, approximately 44 percent of Hungarians listened to music multiple times a week via freely available online platforms and another seven percent of respondents used paid music streaming services.

Podcasts

A podcast can be defined as a digital audio program that consists of a series of episodes, usually focusing on a specific topic. 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 first podcasters in the country were private individuals; however, by the end of the 2010s, the majority of large online media organizations had launched their own podcasts. A survey carried out in 2021 revealed that approximately 23 percent of Hungarian internet users listened to podcasts. While in the initial period podcasts mostly gained ground among younger generations, nowadays they are well received by a wider audience. When it comes to device usage, smartphones proved to be Hungarians’ first choice, enabling users to enjoy podcasts in a variety of situations.
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, May 25, 2023

Key insights

Digital audio advertising expenditure
1.2m EUR
Digital music market revenue
20m USD
Share of internet users listening to podcasts
23%
Get more insights

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Share of Hungarians listening to online radios 2020-2021, by gender

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