In recent years, increasing attention has been paid to the rise of streaming and other online video platforms, which have become an increasingly common part of everyday media consumption alongside traditional linear television viewing. The consumption of multimedia content is becoming more natural every year, so our primary goal is to continuously monitor these trends and processes and keep up to date with them.
As part of our "Panel Research 2025" project, we sought to gain a more accurate picture of the relationship between linear television and content consumption on alternative screens. To this end, we surveyed individuals living in TV audience measurement panel households and examined how consumers feel about cable TV and streaming subscriptions.
During the survey, we asked about the use and frequency of consumption of various platforms, including subscription streaming services, online TV services, video sharing sites, social media video content, and other platforms.
This year, the research was supplemented with a qualitative element to gain a deeper understanding of issues that are difficult to examine using a questionnaire. This part of the research is separate from the quantitative survey, as TV panel members do not participate in it, thus ensuring their anonymity. The research company is responsible for recruiting participants for the focus group research.
Target group of the research:
Hungarian population aged 18–59 living in households with internet access and television, totaling 4,463,102 people.
Sample size:
Actual sample of 1,082 people, involving 1,249 randomly selected individuals from the Nielsen panel.
Data collection method:
CAWI (online data collection) and CATI (telephone data collection).
Data collection period:
June 6, 2025 – July 4, 2025, a total of four full weeks.
The research was based on Nielsen panel members aged 18–59 with internet access. Data collection was conducted using online questionnaires and telephone interviews, supplemented by instrumentally measured television data. The combination of the two data sources allows for the creation of a unified, so-called "single-source" media picture of linear and digital content consumption.
