2023 - Changing habits of media consumption by aging - III. phase

The aim of this research is to show the changes in the young cohort’s audiovisual preferences, supply of devices, content consumption preferences,  interests and attitude to television content which was examined 3 years ago.  


2023 - Panel Research

Nowadays, there is a growing trend towards watching various content on other media platforms apart from linear television. This phenomenon has been significantly more pronounced in the past few years, in particular while being locked up in our homes because of the Covid pandemic. These days, watching multimedia content is increasingly becoming a natural part of our daily lives.

2022 Autumn - FAsT TV

Could there be a new challenger to classic linear TV channels?

A new service in the US called FAsT TV takes a visible share of the linear TV market. It seeks to increase its popularity by providing a wide range of content and by being available to viewers for free, i.e. without a subscription fee. Services launched by major content producers organise non-fresh, currently underused content into thematic channels that viewers can watch for free in exchange for enduring advertisements. A recent research conducted by the Association of Hungarian Electronic Broadcasters (MEME) has explored the potential of the new concept in Hungary. Research results suggest that the service could be viable in Hungary and could stand the competition with linear television in the content delivery market.

2022 Autumn - Changes in children's media consumption habits (ages 4-14)

Many children get mobile phones and TikTok at
the age of ten

About the research question and methodology

In children's media consumption, the use of different devices and platforms changes and shifts more quickly in the direction of new technology than in older age groups.

The goal of the research was to explore the process of digital education, including the devices usage and the viewing of various media contents. In the course of the complex, multi-step research, interviews have been conducted by parents of the preschoolers (400 interviews nationwide), the lower/upper elementary students and their parents (400 interviews nationwide) and the preschooler/elementary teachers (400 interviews nationwide). In the case of preschoolers, focus group discussions were also organized with children aged 4-6. The research took place in September and October 2022 by the co-operation of NMHH, National Media and Infocommunications Authority, and MEME, Association of Hungarian Electronic Broadcasters.

2022 Autumn - Economic considerations of content- and news consumption at the household level

Traditional way of watching television is still in strong position

Research question and methodology

The mediums providing news and content have developed various business models in the past few years. Among those models we can find solutions that are either financed by advertising money or by the costumers, or - in hybrid models - even by both.  Considering these various models, it’s interesting to see how the proportion of traditional TV-watching and the proportion of streaming will look like in the future. Among other subjects the answer to this question have also been provided by the latest research that covered 3000 Hungarian households applying a national representative sample. The study has been conducted in the co-operation of MEME, the Association of Hungarian Electronic Broadcasters and NMHH, National Media and Infocommunication Authority.   

TV-set is still the No1 device

Undoubtably, besides the traditional TV-set there are many different devices - that can deliver media content - are available in the households, such as laptops, tablets, smartphones. However, still the traditional TV-set is the number one device for consuming video media content.

Either we consider the real-time content broadcasted by the TV channels or the content provided by the streaming suppliers, the hegemony of the traditional TV-set as a device is unquestionable.

2022 Autumn - Device usage beyond "traditional" television watching among 50-75 years olds

In the collaboration of MEME, the Association of Hungarian Electronic Broadcasters and NMHH, the National Media and Infocommunications Authority, Involving Imspira Research Ltd. we prepared a research in which 2000 50–75 year old Hungarian residents were asked about their media consumption habits.

According to the research results, for the 50-75 age group, traditional TV channels are still the most important source of information, as three quarters of them watch traditional TV channels on a daily basis, and also about three quarters inform themselves from news of these TV channels.

ØThe aim of the research is to reveal the reasons/processes due to which the older age group makes less use of options other than traditional viewing in television media consumption.
ØSince the target group of the research is very heterogeneous (in terms of economic, social activity, place of residence, family situation, intensity of media consumption, availability of devices, financial situation, technical knowledge, etc.), it is necessary to design the research sample in such a way that it can handle these differences.
ØIn addition to determining the importance/proportion of seemingly obvious reasons (age/technical education/financial opportunities), the aim is to reveal the causes of negative/positive shifts as well.

2021 Autumn

Roles of genre

There is a kind of outdated image of traditional television among people: people do not find it up-to-date based on perceptions and opinions, they do not feel that tv offers enough quality content. Thus, television seems to be burdened with the “compulsion” of performance and self-realization in the 21st century, with the growing consciousness of some viewers in the field of life management. The function of the former triple as information-entertainment-knowledge is under strong attack: internet is the number one source of knowledge nowadays, while our entertainment is provided by many other platforms, streaming channels, free video sharing, etc. The social nature of television is also disappearing: as the number of content channels has increased  and the number of screens that can display them within a household, the common program choice has disappeared, and individual content consumption is now typical even among empty nester couples.

The role and importance of television is thus changing, but it is still an unavoidable platform: 70% enjoy TV every day, and another 30% enjoy it at least once a week. Video sharing platforms have similar weekly access, while every second person accesses video content on SVOD services on a weekly basis.

The question arises, on what basis do people decide between different platforms, what does the choice depend on? When do they choose one or the other?

2020 Autumn

Changing habits of media consumption by ages – 2nd wave

The aim of this research is to show the changes in the young cohort’s audiovisual preferences, supply of devices, content consumption preferences, interests and attitude to television content which was examined 3 years ago
Target group
Age group: 18-32 (following the life of a 3-year-old cohort between the ages 15 and 29)
Representative sample to gender, age and type of settlement
Sample size: 1000 people

2019 Autumn

The perception of television by advertisers
On behalf of the Association of Hungarian Electronic Broadcasters, GfK conducted a survey among the most important media agencies and advertisers between September and October 2019 to understand the situation of television on the advertising market.
The following were the main topics of the research:
 The perception, advantages and disadvantages of each medium on the advertising market
 The strengths and weaknesses of TV compared to other media types
 The perception of television media planning and buying and the possible directions for development
 The background, drivers of market changes and their effect on the television advertising market
 The growing role of the digital world on the advertising market and the potentials of TV in this environment
 The perception of television audience measurement and the expected directions of development

2018 Autumn

The TV, as second screen

It is being raised more and more often at both international and national levels that in certain dayparts not only do particular demographic segments use multiple screens, but also, television is being pushed into the background, and thus, in such situations instead of high attention level, conscious consumption, television viewing becomes a kind of audio-visual sampling process. The question arises if content providers of the television market should react to this changing situation, or if the situation has changed at all? How substantial is multiscreen consumption (where one of the screens is the TV), and how this impacts the situation of the viewer/perceiver, and the efficiency of the information flow?