A significant majority of Hungarian football fans disapprove of the UEFA Champions League’s transition to an exclusive online streaming model, according to a recent study conducted by the National Media and Infocommunications Authority (NMHH). The research, which surveyed sports enthusiasts through online questionnaires and in-depth interviews, highlights a strong preference for traditional television broadcasting over subscription-based digital platforms.
The study found that Hungarian sports fans primarily follow football, handball, and motorsports, with television remaining their preferred medium for watching live events. Meanwhile, online platforms serve mainly as sources for sports news. The most popular sports channels among Hungarian viewers are M4 Sport, M4 Sport+, and Sport1, while digital sports news is most frequently accessed via Nemzeti Sport and M4 Sport’s websites.
Despite the growing trend of sports broadcasting shifting to streaming platforms, Hungarian fans remain hesitant to pay for such services. The survey found that while many are willing to pay for premium events like the Summer Olympics and major international tournaments, 41 per cent of respondents would not pay for any sports content at all.
Regarding the UEFA Champions League, nearly half of those surveyed were aware that this season’s key matches would only be accessible through RTL’s subscription-based streaming service. However, only 13 per cent of respondents expressed willingness to subscribe, with younger football fans under 40 being the most likely to consider it. Notably, 50 per cent of participants found RTL’s decision either unacceptable or completely unjustifiable.
The study’s in-depth interviews further confirmed that even among dedicated football fans, there is widespread reluctance to pay for an additional streaming subscription solely for Champions League matches. Many respondents expressed frustration over losing access to live broadcasts but stated they were unwilling to bear the financial burden of yet another subscription service just for a few matches.
The NMHH study also examined the broader social impact of sports and media. Approximately 60 per cent of respondents believe that sports significantly influence children’s lives and behaviour. Media coverage was identified as a key factor in shaping young people’s sports interests, with several interviewees citing Hungarian football star Dominik Szoboszlai as an example of how media exposure can inspire youth engagement in sports.
The full findings of the survey are available on the NMHH’s official website, and a video summary featuring research expert Ágnes Brlázs can be accessed via this link.
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