The Media Market in Hungary 2024

In 2024, Hungary’s communications and media sector saw a strong recovery, with the total “media cake” reaching EUR 971.6 million, marking a 7.6% year-on-year increase and the first real growth since 2019.

For the fifth consecutive year, the ranking of media types remained unchanged:

1. global digital platforms
2. television
3. domestic digital media
4. press
5. public space
6. radio
7. cinema.

All media sectors, except for the press, experienced revenue growth, with radio and cinema showing particularly strong performance.

Press’ decrease is in-line with the European trends, and it is compensated with the increase in online advertising revenues for publishers (4.6%). In parallel, publishers are increasingly opening towards complex, premium and activating solutions in the field of print advertising.

While the pace of growth in digital advertising spending has slowed, digital continues to dominate, accounting for 54% of total media spend (global and local combined).

The continued rise in internet penetration (over 91% of the population), improved mobile and fixed internet speeds, and high mobile usage (63% of traffic) further fueled the expansion of digital and mobile advertising.

In 2024, global digital players saw a 12.1% growth, consistent with the previous year. However, local digital players saw a more modest increase of 6.5%, following a sharp rise of 24.2% in 2023, partly due to the inclusion of influencer marketing data.

Influencer spending grew by +34%, meaning 20,4 million Euros (15,4million in 2023).