Research: Netflix could reshuffle Hungarian TV market

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FLICKR / Marit & Toomas Hinnosaar (https://www.flickr.com/photos/hinnosaar/2655128664)

The U.S.-based, on-demand TV service Netflix, which launched operations in Hungary in January, could reshuffle the Hungarian market of conventional TV and online video services if it offers more Hungarian-language content, according to research by eNet issued today.

(Photo: FLICKR / Marit & Toomas Hinnosaar)

According to eNet, Netflix could satisfy the needs of TV and movie enthusiasts by offering a wide range of programs around the clock legally, without advertisements, but thus far the language barrier prevents it from dominating the market.

The research found that watching TV series or movies on a television screen remains one of the most popular pastimes in Hungary, but most viewers watched films dubbed into Hungarian.

Even though Netflix has joined conventional TV service providers as a new market player that offers commercial TV programs without advertisements, the service is not currently a major threat to Hungarian service providers because relatively few people are taking advantage of the free test period, eNet said. According to eNet, if Netflix offered primarily dubbed content, or at least Hungarian subtitles, and also a lower subscription fee and a wider program range, Netflix could become a significant player in the Hungarian TV market.

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