Podcast consumption in Hungary is on a steep rise, with the number of regular listeners tripling over the past three years, according to a fresh study commissioned by the National Media and Infocommunications Authority (NMHH). The research, based on a representative survey of around 1,000 internet users and focus group interviews, found that two-thirds of the population now listens to podcasts at least occasionally, while over a third do so weekly.
The study reveals that Hungarian listeners view podcasts as flexible, speech-based shows typically consumed online, and they do not feel the need to watch them visually to enjoy the content. This flexibility is widely seen as the genre’s biggest advantage, with over 70 per cent of respondents saying podcasts help them explore topics in depth.
Podcasts are particularly popular among younger people, men, those with higher education, and residents of Budapest. Listeners appreciate the informal and personal tone of podcasts, which they say offers a more open and engaging environment than traditional media formats.
Discovery of podcasts often happens incidentally, mostly via social media, rather than through deliberate browsing. Listeners are most likely to click on an episode if the topic aligns with their interests or if the host or guest is someone they find compelling.
Most Hungarians listen to podcasts on their phones, and YouTube has emerged as the top platform for podcast consumption, used by 70 per cent of listeners. However, the genre is mainly consumed as background content—only a quarter of respondents said they focus solely on the podcast while listening.
Advertising is also part of the podcasting landscape: 57 per cent of listeners reported encountering ads or product placements in shows, and 8 per cent said they had made purchases based on these promotions.
Respondents named over 150 different podcasts they considered popular in Hungary, with topics ranging from humour, science, and music to healthy lifestyles. While nearly half of listeners also consume content on public affairs, most prefer lighter or more specialized subjects.
Recognizing the genre’s growing potential, NMHH launched its own vodcast, the NMHH Podcast, in 2023. The first season focuses on how artificial intelligence impacts everyday life, while the second covers children’s online safety and emerging digital trends. Episodes are available on Spotify, Apple Podcasts, and YouTube.
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