Budapest, March 16, 2016 – Traditional TV is extremely popular in Hungary, despite the fact that the offer of media is developing rapidly in Hungary as well, and consumers can choose video from their options for their own entertainment more than ever before. 86% of Hungarian viewers subscribe to receive cable or satellite broadcasts; It averages 65 percent in Europe and 72 percent worldwide. Among other things, this was revealed in a global survey of Nielsen, a company that provides consumer information and knowledge.
Three percent of responding Hungarians pay for online “video on demand” (VOD) providers, from which video and audio on demand can be downloaded. The average in Europe is 11 percent, compared to 26 percent globally in sixty-one countries surveyed.
在这方面，北美和亚洲-大洋洲分别以 35% 和 32% 的比例遥遥领先。
“The growth of video-on-demand download providers in today’s complex media offering offers opportunities for all media players,” said Megan Clarken, Nielsen’s president of product development. – “It is an advantage for both the public and advertisers and content providers to know in depth not only the changes in consumer viewing dynamics, but also why they are changing. Two things have never been as valid as they are today: Content will always be king, and consumers are increasingly demanding to control, tailor the viewing experience to their needs. Content providers who offer excellence on both fronts will be in an advantageous position ”.
尼尔森的全球视频点播研究调查了 61 个国家的 30,000 多名互联网用户，以评估观看和宣传视频点播的方式。在接受调查的用户中，有很大一部分（65%）是根据自己的某些需求观看下载的短视频或长视频内容。
全速前进？
在所有受访者中，68% 的受访者表示他们不打算仅仅为了使用在线服务而放弃传统广播，但也有三分之一（32%）的受访者会断开有线电视或卫星连接。在匈牙利，84% 的受访者打算继续使用传统服务提供商的服务。欧洲的平均水平为 83%。
值得注意的是，美国的另一项研究表明，在那些表示要放弃传统编程的人中，只有极少数人实现了自己的计划。
“The growing popularity of online-only video services continues to put pressure on network, cable and satellite content providers, but it is unlikely that any of them will disappear,” Clarken said. – Although some consumers are withdrawing from using traditional TV services, many are not cutting the threads completely. For most viewers, online and traditional services are not mutually exclusive but complementary. Moreover, online, network, and multi-channel providers of video programs face more of the same challenges; such as the rapid change in consumer expectations, oversupply and rising content costs. In the short term, it is not the cancellation of services that is most threatening. This is because consumers value the benefits of premium services or networks. They prefer the slimmer packages of channels that suit their needs and budget ”.
目前，媒体环境的唯一固有特征就是不断变化。可能当视频点播下载闯入市场时，只会出现另一个加剧媒体碎片化的因素。但是，电信业十多年来所经历的狂风暴雨必将继续下去。变革的力量不会在短期内减弱。赢得观众从未像现在这样困难。尽管变化和不确定性给内容提供商带来了困难，但他们必须保持敏捷、灵活，直面未来的挑战。
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方法
尼尔森的全球调查在 61 个国家的互联网受访者中进行。虽然在线调查的方法可以覆盖全球，而且主题范围也很大，但它只能深入了解互联网用户的观点和习惯，而不能了解整个人口的观点和习惯。当研究涉及下载视频点播等活动时，这一点尤为重要。在互联网普及率仍在不断提高的新兴市场，年轻用户的阵营更大，其成员也比国家平均人口更富裕。此外，对调查的答复是行为陈述，而不是精确测量的数据。文化差异也是影响各国表现的一个因素。揭示的结果并未考虑这些差异。因此，在比较单个国家和地区的结果时，尤其是在比较地区的结果时，最好小心谨慎。
ABOUT NIELSEN
Nielsen Holdings Inc. (listed on the New York Stock Exchange: NLSN) is a global performance optimization company that comprehensively understands what consumers are looking at and buying. Nielsen’s watch segment provides metering services to media and advertising customers for all devices on which they consume content (video, audio, text). The buy segment offers packaged food manufacturers and traders a unique global overview of the industry based on retail performance measurement. By integrating viewing and purchasing information, as well as other data sources, Nielsen provides its customers with world-class measurement data and analysis to help them improve their performance. Nielsen is listed in the U.S. list of 500 financial services firm Standard & Poor’s, from which the U.S. stock index is calculated. Its operations cover more than 90 percent of the world’s population in more than a hundred countries. For more information, please visit our website: www.nielsen.com
