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MEME

MEME. October 2016. Qualitative report for. 06. 03. 07. 05. 13. 10. 26. 20. Summary. The background, aim and design of the research. Results. Devices, infrastructure, priorities. Content preferences. Future plans, return, media consumption tendencies, the effects of Brexit.

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MEME

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  1. MEME October 2016 Qualitative report for

  2. 06 03 07 05 13 10 26 20 Summary The background, aim and design of the research Results Devices, infrastructure, priorities Content preferences Future plans, return, media consumption tendencies, the effects of Brexit TV subscription, TV broadband About the sample, characters, segments, contact Table of content

  3. The background and aim of the research Background In the last decade, hundreds of active Hungarian citizens, mainly aged 18-49, migrated abroad. They typically migrated to Western-Europe, where they got employed, habitually residing in the given country, for a longer (often indefinite) period of time. KSH has already done the first project about this population, called SEEMIG in 2013, mainly asking the family members who remained in Hungary. We know very little (or nothing at all) about the media usage of this significant target group, especially with regards to audiovisual content, therefore making a qualitative and quantitative research about the topic is relevant. Key questions of the research We tried to identify how the media usage of migrant Hungarians differ from those remaining at home, with similar demographic variables, and from their own previous habits in Hungary. That would be relevant to see how a more developed media market, which is different from the one in Hungary, effect content preferences; how strong are these people attached to Hungarian content; and which are these content they fond of?

  4. Research design METHODOLOGY TARGET GROUP SAMPLE Group video chat 3-4 person groups 120 minutes duration Locations: Moderator: Budapest Participants: in their homes in Great-Bitain and Germany Date: 1-2-5-6 September, 2016. 18-49 of age Habitually residing abroad, for more than one year Hungarian-born, Hungarian citizens 8 participants 7 participants

  5. Summary • The habits of the examined sample (15 participants) regarding media usage has changed even before they left Hungary. Online media, combined with laptops and smartphones as devices have gained more popularity. Watching TV (with the family) was not so attractive, and the offers of Hungarian channels became uninteresting. On the other hand, YouTube, torrents and stream made it possible to access the newest series, movies and music videos. • The segment of highly educated young adults with wide social network had been already lost by the Hungarian TV channels before these people left the country. • The device penetration of the target group corresponds to the average. 8 participants have a TV device (smart TV), they mainly use it as a laptop projector, but different TV channels are available as well. Smartphones and laptops are the two most important devices, they use both for connecting others and for entertainment purposes as well. • Internet connection is the most important service of all. They choose the broadband subscriptions which is available at their place of residence, it typically includes a TV subscription as well. It’s not typical of the target group to access Hungarian channels in tricky ways. • Foreign TV channels or shows haven’t impregnated in the media usage of the participants, they don’t have any favorites.Their media usage is similar to their habits in Hungary, it consists mainly of YouTube, torrents and stream, and reading local news websites in English/ German. Except a few, all of them speak the target countries’ language, and/or more languages fluently. • Hungarian content: news shared on FB are the typical source of reading everyday news (shared from Index, HVG, 444!), the primary orientation, and a platform of a quick contact. • The basic platform of the usage is YouTube and stream, Médiaklikk is not typical. The block of Médiaklikk has made it difficult to access the main sports events of 2016, which was a disappointment for the participants. • The main emotional driver of the Hungarian content consumption is nostalgia: they search for old shows, favorites. They are mostly uninterested in Hungarian TV channels. Some of them follow the new talent shows on Médiaklikk, RTL Most, and TV 2. They don’t require the further expansion of Hungarian content, except for prominent sports events. • Hungarians living abroad don’t plan to return Hungary within 3-5 years, they are planning to stay at least in short term. • The socioeconomic composition of the target group represents high status: higher education, mostly white collar jobs, therefore the results of the qualitative research might be helpful regarding the quantative research.

  6. Results

  7. About the sample, characters, segments, contact

  8. All of the participants in the video chat feel good in the target country. There are no language problems most of the cases. Some of them speak more languages, and have previously lived abroad in other countries.According to those living in Germany, life is a bit boring and unexciting, but those who live in Berlin love their city. Those living in England typically lived in more cities, but plan to stay in their current home for a longer period. There is 1 British citizen, and 1 who has applied for British citizenship. MAIN CHARACTERISTICS OF THE SAMPLE • YEARS SPENT IN THE TARGET COUNTRY • STATUS • (SINGLE/IN A RELATIONSHIP) • STATUS • EMPLOYMENT workers: 5, students: 2 3 women 4 men single:4; in a relationship 3 1; 1.5; 2; 2; 4; 6; 6 workers: 6, students: 2 single: 3; in a relationship: 5 0.5, 1; 5; 3; 5; 6; 6; 5 women 3 men • EDUCATION University degree: 9; secondary education 6 Manager at a web shop Maid Volunteer Lawyer at a legal aid organization Administrator at an organization supporting integration Delivery EMPLOYMENT, PROFESSION Mechanical engineer Babysitter Home-nurse Student (4) Time manager at an international organization Has his/her own business (wine specialist) 2-3 TIMES/MONTH E-mail, FB, skype with friends TRAVELING HOME Minimum once a year, quiet a few of them haven’t visited in years MORE THAN ONCE A WEEK FB, messenger, Viber, Whatsapp, Skype with their close family CONNETCTION TO HUNGARY

  9. A character is shaped by attitude (Hungarian and international socialisation), personality traits and education. The distribution of the participants into the segments was guided by a similar attitude. We didn’t observe significant differences between countries. CHARACTER SEGMENTS OF THE EXAMINED SAMPLE • ‘PROGRESSIVE, GLOBAL’ ‘FLOATING INDIVIDUALS’ • ‘ACTIVE, LOCAL’ • Has been living abroad for 1-4 years • Had opportunity to live abroad through connections (partner, friend, family) • It’s important to learn the language of the target country (communication, employment) • Tighter, local connections from their immediate environment • Employment: searching for stability • Feels good in the target country • In a relationship at the moment (Hungarian partner, or partner from the target country) • 7 participants (6 female/1 male) • Has been living abroad for 1-6 years • Their motivation was higher wages • They accumulate money to spend in Hungary • Uses the money for a ’lazy, traveling lifestyle’ • Learning the language of the target country is important only on a communication level • Small circle of contacts in the target country • Hungarian connections: flat mate, partner • 3 participants (2 male/1 female) • Has been living abroad for 2-10 years, in more than one country • Had to opportunity to live abroad through studies, employment or tender • Speaks more languages • Degree in higher education • Wide and active international connections (friends, acquaintances, organizations) • Looks for job which is relevant for his/her interest • Feels good in any country • Single at the moment • 5 participants (4 male/1 female) • ‘I needed money for my own business, so I applied for a job as maid. I planned to gather a specific amount in a specific period of time…’ (24yowoman) • ‘I live abroad periodically. Netherlands, England, Germany at the moment, with my partner. My main motivation was love.’ (27yowoman) • ‚I applied for a tender 4 years ago in Berlin, at an international organization. I use English, and I have a German C language certificate (30yoman, lawyer) • ‘We’ve been living in London for 5-6 years with my partner and our friends, we rent a house together. I’m a delivery man, my aim is to travel 3-4 months/year from my salary.’ (38yoman) • ‘I arrived in 2008, I followed my husband. When I spoke the language well enough, I got employed at a foundation, near Oxford. I am also a British citizen.’ (34yowoman) • ‘I worked on a ship for four years, and 1 year in Switzerland. I’ve been living in London for 6 years, I have my own business, I’m a wine specialist, and I also applied for university.’ (30yo man)

  10. INFORMATION COMING FROM THE QUANTITATIVE PHASE A character is shaped by attitude (Hungarian and international socialisation), personality traits and education. The distribution of the participants into the segments was guided by a similar attitude. We didn’t observe significant differences between countries. CHARACTER SEGMENTS OF THE EXAMINED SAMPLE The quantitative study proved that the language skills are strengthening and the social network is expanding during the time spent in the new country. Locals appears among the close friends and the other immigrants disappears. The ratio of the locals among friends is only 8% for those Hungarians who moved abroad after 2011. 17% of those, who are living abroad more than 10 years has local friends. • ‘PROGRESSIVE, GLOBAL’ ‘FLOATING INDIVIDUALS’ • ‘ACTIVE, LOCAL’ YEAR OF MOVING ABROAD 2011+ 68% 2006-2010 21% -2005 11% • Has been living abroad for 1-4 years • Had opportunity to live abroad through connections (partner, friend, family) • It’s important to learn the language of the target country (communication, employment) • Tighter, local connections from their immediate environment • Employment: searching for stability • Feels good in the target country • In a relationship at the moment (Hungarian partner, or partner from the target country) • 7 participants (6 female/1 male) • Has been living abroad for 1-6 years • Their motivation was higher wages • They accumulate money to spend in Hungary • Uses the money for a ’lazy, traveling lifestyle’ • Learning the language of the target country is important only on a communication level • Small circle of contacts in the target country • Hungarian connections: flat mate, partner • 3 participants (2 male/1 female) • Has been living abroad for 2-10 years, in more than one country • Had to opportunity to live abroad through studies, employment or tender • Speaks more languages • Degree in higher education • Wide and active international connections (friends, acquaintances, organizations) • Looks for job which is relevant for his/her interest • Feels good in any country • Single at the moment • 5 participants (4 male/1 female) GOAL OF MOVING ABROAD Job 73% Settlement 23% Join partner/ family 16%Studies 12% LANGUAGE SKILLS when moving abroad now Fluently 17% 33% Medium 20% 42% Basic 34% 23%Not at all 29% 2% • ‘I needed money for my own business, so I applied for a job as maid. I planned to gather a specific amount in a specific period of time…’ (24yowoman) • ‘I live abroad periodically. Netherlands, England, Germany at the moment, with my partner. My main motivation was love.’ (27yowoman) • ‚I applied for a tender 4 years ago in Berlin, at an international organization. I use English, and I have a German C language certificate (30yoman, lawyer) • ‘We’ve been living in London for 5-6 years with my partner and our friends, we rent a house together. I’m a delivery man, my aim is to travel 3-4 months/year from my salary.’ (38yoman) • ‘I arrived in 2008, I followed my husband. When I spoke the language well enough, I got employed at a foundation, near Oxford. I am also a British citizen.’ (34yowoman) • ‘I worked on a ship for four years, and 1 year in Switzerland. I’ve been living in London for 6 years, I have my own business, I’m a wine specialist, and I also applied for university.’ (30yo man)

  11. Devices, infrastructure, priorities

  12. Smartphones and laptops are the two most important devices Respondents’ Devices • FREQUENCY OF USE • PERSONAL IMPORTANCE • STATISTICS Connection is very important 0-24 15person (all) SMARTPHONE Entertaining function is very important Daily, evening 15 person (all) LAPTOP Access of channels is not important Exceptions: sport, artistic content TV channels occasionally Often use the device for projection TV DEVICE Smartphone at every user Entertaining function (morning show) News channel (BBC news, music) Are important Daily RADIO Online or in the car VPN Entertaining function Occasionally CHROMECAST

  13. INFORMATION COMING FROM THE QUANTITATIVE PHASE Smartphones and laptops are the two most important devices Respondents’ Devices Quantitative phase proved that internet is the main source of the media consumption, and its importance has risen during the time spent in the foreign country. 63% of the target group used internet every day before moved abroad, and 72% use internet on a daily basis now. The ratio of those immigrants who are not using any other media is between 14 and 20% (don’t watch TV, don’t listen to radio, don’t read print). MEDIA CONSUMPTION TV 38% Radio 42% Print 14% Internet 98% NAPI FOGYASZTÁS VÁLTOZÁSA A KÜLFÖLDRE KÖLTÖZÉS UTÁN TV 40%  28% Radio 33%  29% Print 21%  10% Internet 91%  99% • FREQUENCY OF USE • PERSONAL IMPORTANCE • STATISTICS Connection is very important 0-24 15person (all) SMARTPHONE Entertaining function is very important Daily, evening 15 person (all) LAPTOP Access of channels is not important Exceptions: sport, artistic content TV channels occasionally Often use the device for projection TV DEVICE Smartphone at every user Entertaining function (morning show) News channel (BBC news, music) Are important Daily RADIO Online or in the car VPN Entertaining function Occasionally CHROMECAST

  14. Broadband internet connection: condition of comfort feeling abroadThe service provider depends on the location, they prefer limitless access. Most of them are satisfied with the service in both countries. A lot of them don’t know the exact data of the service. (got it through a flat mate, older subscription) INTERNET CONNECTION • The tenant chooses, and pays for the service, it is under his/her name. • Most of them are satisfied with the service • The price is important: 30-35 Euro is acceptable for the basic package • The service ‚belongs’ to the flat, the tenant can’t choose (in 3 cases) • The tenant can choose, he/she pays, and the service is under his/her name • Flat mates use a subscription together • Most of them are satisfied • The price is important, but they are ready to pay more for broadband connection and quality service • ‘My flat mate pays for it, it cost 22 pounds/month for me, but I use internet a lot in the university’s library as well.’ (man, GB, Sky Broadband) • ‘I live in the suburbs, there is no other service provider there. The subscription was made before I moved here, and it is perfect for me.’ (man, D, Cable BW) • ‘We switched to Virgin not long ago, it’s similar to Hungarian UPC, net, tv, and phone package. It’s quite expensive, but we need broadband connection and it’ has limitless access.’ (woman, GB, Virgin) • ‘I found it on a comparative website, it serves my needs well.’ (man, D, 1&1)

  15. INFORMATION COMING FROM THE QUANTITATIVE PHASE Broadband internet connection: condition of comfort feeling abroadThe service provider depends on the location, they prefer limitless access. Most of them are satisfied with the service in both countries. A lot of them don’t know the exact data of the service. (got it through a flat mate, older subscription) INTERNET CONNECTION 91% of Hungarians living in Great-Britain and 88% of living Germany has internet access capable for streaming. • The tenant chooses, and pays for the service, it is under his/her name. • Most of them are satisfied with the service • The price is important: 30-35 Euro is acceptable for the basic package • The service ‚belongs’ to the flat, the tenant can’t choose (in 3 cases) • The tenant can choose, he/she pays, and the service is under his/her name • Flat mates use a subscription together • Most of them are satisfied • The price is important, but they are ready to pay more for broadband connection and quality service • ‘My flat mate pays for it, it cost 22 pounds/month for me, but I use internet a lot in the university’s library as well.’ (man, GB, Sky Broadband) • ‘I live in the suburbs, there is no other service provider there. The subscription was made before I moved here, and it is perfect for me.’ (man, D, Cable BW) • ‘We switched to Virgin not long ago, it’s similar to Hungarian UPC, net, tv, and phone package. It’s quite expensive, but we need broadband connection and it’ has limitless access.’ (woman, GB, Virgin) • ‘I found it on a comparative website, it serves my needs well.’ (man, D, 1&1)

  16. TV subscription TV broadband

  17. TV subscription decision making is quite similar as it was in Hungary for this target group. The program of the foreign TV channels doesn’t motivate to subscribe, or watching TV is not a preferred freetime activity.Different drivers while choosing the TV subscription: coming with the rented apartment, discounted as combined with internet, need of the foreign the partnerOnly two respondents have existing TV subscription in Hungary: coming to Hungary frequently, has an own apartment; in the other case the contract bounds the client to keep the subscription.Most of the participants don’t aware of the practice to take and use the STB of a Hungarian provider abroad, a few person have already heard about this solution and have the information about it that it can work as long as the fees are being paid. TV subscriptions abroad PROVIDER TV TAX SUBSCRIPTIONS DIDN’T HAVE IN HU AND DOESN’T HAVE NOW EITHER: 8 person DIDN’T HAVE IN HU BUTHAVE NOW: 4 person HAD IN HU ANDHAVE NOW TOO: 3 person Every TV owner pay it 1 mention

  18. INFORMATION COMING FROM THE QUANTITATIVE PHASE TV subscription decision making is quite similar as it was in Hungary for this target group. The program of the foreign TV channels doesn’t motivate to subscribe, or watching TV is not a preferred freetime activity.Different drivers while choosing the TV subscription: coming with the rented apartment, discounted as combined with internet, need of the foreign the partnerOnly two respondents have existing TV subscription in Hungary: coming to Hungary frequently, has an own apartment; in the other case the contract bounds the client to keep the subscription.Most of the participants don’t aware of the practice to take and use the STB of a Hungarian provider abroad, a few person have already heard about this solution and have the information about it that it can work as long as the fees are being paid. TV subscriptions abroad 45% of the Hungarians living abroad have a TV subscription, there is no significant difference between Germany and Great-Britain. PROVIDER TV TAX SUBSCRIPTIONS DIDN’T HAVE IN HU AND DOESN’T HAVE NOW EITHER: 8 person DIDN’T HAVE IN HU BUTHAVE NOW: 4 person HAD IN HU ANDHAVE NOW TOO: 3 person Every TV owner pay it 1 mention

  19. The segment of highly educated young adults with wide social network had been already lost by the Hungarian TV channels before these people left the country.Lifestyle and the attitudes are taking away from the world of TV. Attitudes towards watching TV ASPIRATIONS Education, learning the language, networking, finding values FREETIME Programs with friends, go out, pubs, cinema PERSONAL PREFERENCIES Sport, hobby, listening to music, PC: streaming movies, browsing, social media • WATCHING TV, PROGRAMS, CHANNELS • Watching TV is not a flexible program which restrains spontaneity • Does not support the aspirations, does not entertain, provide mostly irrelevant shows (or even rejected shows like reality), lots of advertising • TV channels (both Hungarian and foreign channels) air those content which the target group interested in a few years later than the premier (movies, series) • They watch highlighted sports events and matches in public places, bars and pubs with friends • ‘I’m not interesting in TV shows, neither here, nor at home. If I have some free time, I spend it with my friends.’ (34 yo woman) • ‘TV is out of fashion for my generation’ (30yowoman) • ‘I was a kid when I watched TV for the last time’ (4 answers)

  20. Viewing TV shows is a generational and lifestyle topic Attitudes towards TV • Online platforms • (smartTV, projector) • Classic TV- watching (channels, shows) The functional change of TV device through time • Long-term relationship, marriage • Evening program Young adult Independent life • Filling empty evenings • Learning • Having fun Social programs • Family activity • Individual activity • ‘Only my parents had a TV subscription is Hungary’ (12 answers) I only use laptop but watch everything on the TV screen linket to it with a cable.‘ (34 yo man) • ‘We watch everything online. It’s comfortable and available.’ (27 yo woman)

  21. KVANTITATÍV MEGERŐSÍTÉS INFORMATION COMING FROM THE QUANTITATIVE PHASE Viewing TV shows is a generational and lifestyle topic A 40 éven felüli kivándoroltak körében magasabb azok aránya, akik TV előfizetéssel rendelkeznek abban az országban, ahol élnek (54%), míg a 30 éven aluliaknak alig több mint egyharmada fizet elő TV szolgáltatásra (36%). Jellemzően azért nem áldoznak erre, mert interneten minden szükséges tartalmat elérnek, a TV előfizetéssel nem rendelkezők 71% ezt az okot jelölte meg. Attitudes towards TV There is a higher ratio of TV subscribers among the immigrants over 40 years old (54% has a TV subscription on the country they live). Only a little bit more than one third of the under 30 years old immigrants has a subscription (36%). They do not want to spend money on TV because they can reach online anything they want (71% picked this as a reason). • Online platforms • (smartTV, projector) • Classic TV- watching (channels, shows) The functional change of TV device through time • Long-term relationship, marriage • Evening program Young adult Independent life • Filling empty evenings • Learning • Having fun Social programs • Family activity • Individual activity • ‘Only my parents had a TV subscription is Hungary’ (12 answers) I onlyuse laptop butwatcheverythingon the TV screen linket to it with a cable.‘ (34 yo man) • ‘We watch everything online. It’s comfortable and available.’ (27 yo woman)

  22. On-line platforms for watching videos The respondents use as many on-line platforms as possible, through legal or illegal access.TV channels on an online platform are attractive, the freedom of choice (time, content) is inspiring.Personal impression: ‘I’m using internet’, but in reality they spend several hours consuming television content (mainly movies and series). • Access to alternative platforms in target countries • 4 REPSONDENTS DOES NOT USE • Streaming • Torrent • Free catchup sites • They only use Youtube • Torrent & Free to air • Acess with no limits • Control and penalty for illegal content is not known • Torrent & Free to air • Respondents talk about strongly restricted access: blocking music videos on Youtube is really painful • They aware of the control and penalty for illegal content is known • The details of geoblock is unknown and incomprehensible for the users, causes a lot of inconvenience for them: • Streaming – disappointing specially during sports events • Indavideo • ‘There are no problems with downloading or stream’ ‘I only watch movies on Youtube’ • ‘Germany filters and controls a lot, mainly music videos on YouTube’ Majority use STREAMING SITES ARE POPULAR • ‘I don’t understand why Hungarian sports events are not available on Hungarian sites’ Spotify free usage • The majority are not aware of On-Demand platforms • 3 subscribers (Netflix) • ‘Torrent is a crime here, users are found according to the IP address’ Using torrent sites is popular in a segment of the respondents (also did it in Hungary) Torrent users streaming less

  23. INFORMATION COMING FROM THE QUANTITATIVE PHASE On-line platforms for watching videos The respondents use as many on-line platforms as possible, through legal or illegal access.TV channels on an online platform are attractive, the freedom of choice (time, content) is inspiring.Personal impression: ‘I’m using internet’, but in reality they spend several hours consuming television content (mainly movies and series). Using streaming sites is the most popular way to reach content, almost the two thirds of the Hungarians living in the two foreign country (59%) stream something online at least once a week, one third of them use streaming site every day. Downloading is also popular, however a little bit less often used than streaming – 45% uses torrent sites at least once a week, and only the one quarter of the target group downloads every day (24%). The circumstances are different for torrent in Great-Britain and Germany. In Germany torrent activity is highly limited but despite of the strict regulation and the potential penalty, 45% of the immigrants downloads at least once in a month. There is no such an over-controlled attitude in Great-Britain over torrenting, 68% uses this kind of service at least monthly. • Access to alternative platforms in target countries • 4 REPSONDENTS DOES NOT USE • Streaming • Torrent • Free catchup sites • They only use Youtube • Torrent & Free to air • Acess with no limits • Control and penalty for illegal content is not known • Torrent & Free to air • Respondents talk about strongly restricted access: blocking music videos on Youtube is really painful • They aware of the control and penalty for illegal content is known • The details of geoblock is unknown and incomprehensible for the users, causes a lot of inconvenience for them: • Streaming – disappointing specially during sports events • Indavideo • ‘There are no problems with downloading or stream’ ‘I only watch movies on Youtube’ • ‘Germany filters and controls a lot, mainly music videos on YouTube’ Majority use STREAMING SITES ARE POPULAR • ‘I don’t understand why Hungarian sports events are not available on Hungarian sites’ Spotify free usage • The majority are not aware of On-Demand platforms • 3 subscribers (Netflix) • ‘Torrent is a crime here, users are found according to the IP address’ Using torrent sites is popular in a segment of the respondents (also did it in Hungary) Torrent users streaming less

  24. Most of the respondents used media content on laptop and on on-line platforms, even in Hungary. Their content usage abroad has mainly broadened with stream pages (broadcasting in real time). Torrent, free catchup and video sharing have been popular previously.Most of the participants are ‚naive’ users, looking for content starting with a Google search. (e.g.: typing the title, performer, event).A few of them aware of the additional services and/or devices. On-line platforms • Frequently used online platforms STREAM VIDEO SHARING TORRENT

  25. Spotify is the most popular among on-demand platforms, 3 respondents has a Netflix subscription (2 in Germany, 1 in Great-Britain). Netflix is the choice of viewers who like quality movies and series. Goal: each the latest content. Amazon Prime and Sky are also draws the attention, target group is open to try but Netflix fits the expectations better. Two respondents has already tried ‚Romanian sites’ before for reaching Hungarian TV channels. They cancelled the subscription after a little time because of the low quality of the broadcast. They was aware of the illegality of the service.Médiaklikk, RTLMost and TV2 are well-known platforms as a ‘source of Hungarian TV content’ On-line platforms 2. SVOD FREE CATCHUP (Hungarian content) ‘Netflix is exclusivefor me. Provides the latest and really high quality content’ (man, GB) • ROMANIAN SITES • Mentioned by 2 respondents • Used for a few month according to recommendation ‘Illegal site, a Romanian site. I used after one of my friends’ recommendation. It works almost like a SmartTV, for bit high price but a really low quality. I payed by Paypal, they sent a code and I had to login every time I wanted to use. The broadcast was really bad quality, but provided all of the Hungarian channels for 10 euros per month.’ (man, D) • ‘I checked Médiaklikk once, but I didn’t think it was useful, I couldn’t have watched it live…so I let it go. I found a subscriptional option, 10 pound/month, it had 8 channels’ (female, GB) • ‘I wanted to stream the Olympics, but it was not accessibly abroad, so I logged on to my Hungarian VPN, and watch it there. I can only use Indavideo this was as well. There are several services, like it is one FTP server’ • (man, D)

  26. INFORMATION COMING FROM THE QUANTITATIVE PHASE Spotify is the most popular among on-demand platforms, 3 respondents has a Netflix subscription (2 in Germany, 1 in Great-Britain). Netflix is the choice of viewers who like quality movies and series. Goal: each the latest content. Amazon Prime and Sky are also draws the attention, target group is open to try but Netflix fits the expectations better. Two respondents has already tried ‚Romanian sites’ before for reaching Hungarian TV channels. They cancelled the subscription after a little time because of the low quality of the broadcast. They was aware of the illegality of the service.Médiaklikk, RTLMost and TV2 are well-known platforms as a ‘source of Hungarian TV content’ On-line platforms 2. The awareness of Netflix is 80% but the usage is only 15% among the Hungarians living abroad. Netflix is popular especially in Great-Britain when 23% is the ratio of frequent users. Free catchup sites has a high awareness in the target group, but the usage is really low. The awareness of the online platform of the Hungarian commercial channels is mostly arise from the experience before they left the country but they usually leave the usage in their new country as the higher level of integration. The awareness of RTL MOST is 79%, and 82% aware of TV2.hu but the usage is much lower: 11% use RTL.MOST and only 6% use TV2.HU frequently. SVOD FREE CATCHUP (Hungarian content) ‘Netflix is exclusivefor me. Provides the latest and really high quality content’ (man, GB) • ROMANIAN SITES • Mentioned by 2 respondents • Used for a few month according to recommendation ‘Illegal site, a Romanian site. I used after one of my friends’ recommendation. It works almost like a SmartTV, for bit high price but a really low quality. I payed by Paypal, they sent a code and I had to login every time I wanted to use. The broadcast was really bad quality, but provided all of the Hungarian channels for 10 euros per month.’ (man, D) • ‘I checked Médiaklikk once, but I didn’t think it was useful, I couldn’t have watched it live…so I let it go. I found a subscriptional option, 10 pound/month, it had 8 channels’ (female, GB) • ‘I wanted to stream the Olympics, but it was not accessibly abroad, so I logged on to my Hungarian VPN, and watch it there. I can only use Indavideo this was as well. There are several services, like it is one FTP server’ • (man, D)

  27. Content preferences

  28. Content preferences – Hungarian content on online The content preferences of the respondents are a question of attitude, education and interest. They take their Hungarian ‚mindset’ with them, so there are no significant changes. Main segments: series-, sport-, movies-, musical talent shows-, educational contents are the most interesting for them. Most of them prefer English content (in Germany as well), those learning the language like subtitled content in the language of the target country.They are very similar with regards to reading electronic press. Reading Hungarian websites relate to following Hungarian events: all of the participants ‘check’ these news daily, mainly through their friends’ FB shares. YOUTUBE • NEWS PAGES BLOG VLOG HUNGARIAN SERIESSTREAM/TORRENT MÉDIAKLIKK

  29. Content in Hungarian language – Médiaklikk Emotional significance of Médiaklikk: intermediary of important Hungarian happening: events, politics, society, culture and sports.Politics / News : ignored by the majority, on one hand they split from the topicality, on the other hand they meet other attitudes related to news.Entertainment content: majority perception– celebrities and/or realities are not inspiring. (Eg. SzeretlekMagyarország, VV)Sport: in 2016 broadcast Football EB and the Olympic Games are expected –geo-blocking caused disappointing.Usage of Médiaklikkcompares rather to YouTube. Targeted or spontaneous searching for content, according to the respondents' interest. They do not use the platform regularly, there is no favorite (named) channel or show.The Hungarian language platform does not encourage consumption, the usage leads by content. • ‘Olympic Games – I tried it on Médiaklikk, but a page appears to download somthing….so I followed it on an English channel…Hungarian comment did not miss me’ (29, male, GB) MÉDIAKLIKK • ‘We followed the news, waited for Katinka’s results and the broadcast was interrupted. During the Olympic games we did not know results immediately, only later from other sources’ (40, male, GB) ‘….I do not agree with that Médiaklik simply blocking some sport news. You can not watch. There are a lot of people living abroad and it would be a legal site to reach these content. It could be available for those who wants to watch sports. It would be better to make these broadcast available even if a little money would have to be paid.” (23 yo man, GB) • ‘I found a very good series on Duna TV, it was about Germany after the changing, I really liked it, I was watching all part of the series’ (37, male, Germany) Mediaklikk’s sports content is subject to general disappointment. The respondents don’t know the reason for the block, but experienced it during the Football European Championship and the Olympics. They sensed bad quality, slow and then broken coverage. They judge Médiaklikk negatively. • ‘…I watch Fradi matches on M4 – I am not satisfied, because it is impossible with foreign IP address, slows down, if the system feels the IP address…’ (female, Germany) • ’Here we hear how to integrate them, in Hungarian show definitely other’ (male, Germany)

  30. INFORMATION COMING FROM THE QUANTITATIVE PHASE Content in Hungarian language – Médiaklikk Emotional significance of Médiaklikk: intermediary of important Hungarian happening: events, politics, society, culture and sports.Politics / News : ignored by the majority, on one hand they split from the topicality, on the other hand they meet other attitudes related to news.Entertainment content: majority perception– celebrities and/or realities are not inspiring. (Eg. SzeretlekMagyarország, VV)Sport: in 2016 broadcast Football EB and the Olympic Games are expected –geo-blocking caused disappointing.Usage of Médiaklikkcompares rather to YouTube. Targeted or spontaneous searching for content, according to the respondents' interest. They do not use the platform regularly, there is no favorite (named) channel or show.The Hungarian language platform does not encourage consumption, the usage leads by content. Even though the awareness of Médiaklikk is high (51%), the usage is low (21%) and only 7% the ratio of those who use it frequently. • ‘Olympic Games – I tried it on Médiaklikk, but a page appears to download somthing….so I followed it on an English channel…Hungarian comment did not miss me’ (29, male, GB) MÉDIAKLIKK • ‘We followed the news, waited for Katinka’s results and the broadcast was interrupted. During the Olympic games we did not know results immediately, only later from other sources’ (40, male, GB) ‘….I do not agree with that Médiaklik simply blocking some sport news. You can not watch. There are a lot of people living abroad and it would be a legal site to reach these content. It could be available for those who wants to watch sports. It would be better to make these broadcast available even if a little money would have to be paid.” (23 yo man, GB) • ‘I found a very good series on Duna TV, it was about Germany after the changing, I really liked it, I was watching all part of the series’ (37, male, Germany) Mediaklikk’s sports content is subject to general disappointment. The respondents don’t know the reason for the block, but experienced it during the Football European Championship and the Olympics. They sensed bad quality, slow and then broken coverage. They judge Médiaklikk negatively. • ‘…I watch Fradi matches on M4 – I am not satisfied, because it is impossible with foreign IP address, slows down, if the system feels the IP address…’ (female, Germany) • ’Here we hear how to integrate them, in Hungarian show definitely other’ (male, Germany)

  31. ContentPreferences – the importance of Sports broadcast Hungarian sports coverages are a part of Hungarian identity abroad. There were no ‘hardcore’ fans or sport-lovers, BUT the 2016 Football European Championship and the Olympia raised interest. The respondent were mainly interested in Hungarian achievements. Carefree joy for Hungarian success, being proud of being a Hungarian, without politics, is a positive experience.Médiaklikk has caused huge disappointment because it didn’t cover Hungarian participation in these events. The connection broke when sports events were shown during online news broadcasts. This has also caused indignation.‘We were watching the news, and we were waiting for the Olympic results, when the connection broke at the sports segment. It was totally baffling.’ (40 yowoman, GB)Respondents searched for alternative solutions. Some of them followed the events in pubs in both countries (mainly the European Championship), a lot of them used stream, or learned about the result later, from Hungarian websites. (mainly Olympics)In case of Streaming, they don’t need Hungarian commentary, because they understand the coverage on the local and other languages as well.‘I watched the Olympics with a VPN, I watched the European Championship in a pub, but I couldn’t really watch Hungarian matches’ (28 yo man, D)‘We watched football on stream, on dazn.com’ (26yo woman, D)‘‘We searched for news and videos on the next day, which we immediately found on FB’ (29 yo man, GB)‘I was interested in Katinka, I watched only her webpage, nothing else, I didn’t really invest any energy. I could have found it on stream.’ (32 yo man, D)Two of the respondents wouldregularly watch football matches. – They are Fradi fans, NBII matches – but most of them are only interested exclusively in Hungarian participants in international sports events. Football, handball and swimming. They search for these events on alternative media platforms. It was expected of Médiaklikk, to cover Hungarian sports achievements- as it is dedicated to foreigners.

  32. Importance of Hungarian content All participants reject content which is not interesting and valuable for them. ‘I don’t waste time on content that is not interesting or entertaining’. (34yowoman, GB)They have a strongly negative opinion about Hungarian channels. This opinion is from previous times – most of them abandoned television while they were and live in Hungary. When they visit their home, they glance at some shows: uninteresting, reality show, non- quality celebs, quizzes, repeating 20-30 year old movies. Some of them compare present day channels with those in the 90’s: they miss cultural talkshows which deal with questions regarding society.Some respondent want exclusive Hungarian content: Hungarian movies, current cultural news, videos. (Saul fia, Tisztaszívvel) Showing spring festivals and alternative festivals. (Reincarnating Stúdióprogrammes)The respondents don’t miss anything from the presently available Hungarian content. On the one hand, they don’t WANT to read/hear more Hungarian content, the local media landscape, and downloaded, foreign language contents are more inspiring. The lack of freetime also restrains Hungarian media use besides media use in foreign languages.WOULD THEY PAY FOR HUNGARIAN CONTENT ABROAD?Present competitors of services requiring payment: English/French Netflix – they are not satisfied with Hungarian Netflix. Amazon Prime – occasional payment. • ‘It seems there is a wall between the two countries… I do not think about searching…(Hungarian TV, radio) because there are a lot of information sources’ (21yo man, GB)

  33. INFORMATION COMING FROM THE QUANTITATIVE PHASE Importance of Hungarian content All participants reject content which is not interesting and valuable for them. ‘I don’t waste time on content that is not interesting or entertaining’. (34yowoman, GB)They have a strongly negative opinion about Hungarian channels. This opinion is from previous times – most of them abandoned television while they were and live in Hungary. When they visit their home, they glance at some shows: uninteresting, reality show, non- quality celebs, quizzes, repeating 20-30 year old movies. Some of them compare present day channels with those in the 90’s: they miss cultural talkshows which deal with questions regarding society.Some respondent want exclusive Hungarian content: Hungarian movies, current cultural news, videos. (Saul fia, Tisztaszívvel) Showing spring festivals and alternative festivals. (Reincarnating Stúdióprogrammes)The respondents don’t miss anything from the presently available Hungarian content. On the one hand, they don’t WANT to read/hear more Hungarian content, the local media landscape, and downloaded, foreign language contents are more inspiring. The lack of freetime also restrains Hungarian media use besides media use in foreign languages.WOULD THEY PAY FOR HUNGARIAN CONTENT ABROAD?Present competitors of services requiring payment: English/French Netflix – they are not satisfied with Hungarian Netflix. Amazon Prime – occasional payment. The most popular Hungarian speaking content are: movies (63%), documentary (48%), news (42%), series (31%) and sports (30%). The self-produced shows of the Hungarian commercial channels are much less important for the target group. Talent shows are drawing only the 18% of the target groups’ interest, only 6% interested in reality shows. 31% do not watch any Hungarian content. Almost the one fifth of the Hungarians living abroad feel that local friends and the local media has a strong influence on their taste, 25% of the target group feels that the local TV channels has high quality programs. This is more typical impression in Great-Britain than in Germany. • ‘It seems there is a wall between the two countries… I do not think about searching…(Hungarian TV, radio) because there are a lot of information sources’ (21yo man, GB)

  34. Content preferences – foreign language content Most used content: series, movies (torrent). Original language is preferred. Those still learning the language opt for English or German subtitle – to further helping the learning process. Most of the respondents prefer English content. After one year of living abroad, Hungarian dubbing is ‚annoying’, Hungarian subtitle doesn’t support language learning, so they don’t prefer it. According to their indirect information some of their ‘acquaintances’ won’t learn the language, they need Hungarian subtitles and dubbing. For those watching Series, NOVELTIES are inspiring : it’s interesting when new episodes come out, and they are immediately accessible.News content in foreign languages is important for those living abroad for more than one year. • SERIES • NEWS WEBSITES OTHER CONTENT MOVIE PREFERENCES Foreign language media consumption is uncharacteristic regarding TV programs. There are no ‚favorite’ TV shows or channels. They don’t wish to use foreign content in Hungarian, they don’t want to convert them to Hungarian sites or channels. They don’t use printed media, it is totally substituted by electronic platform. • ‘I realized after one year, that reading Hungarian content is pointless, when I don’t know what’s happening HERE.’ (34 yo woman, GB)

  35. INFORMATION COMING FROM THE QUANTITATIVE PHASE Content preferences – foreign language content Most used content: series, movies (torrent). Original language is preferred. Those still learning the language opt for English or German subtitle – to further helping the learning process. Most of the respondents prefer English content. After one year of living abroad, Hungarian dubbing is ‚annoying’, Hungarian subtitle doesn’t support language learning, so they don’t prefer it. According to their indirect information some of their ‘acquaintances’ won’t learn the language, they need Hungarian subtitles and dubbing. For those watching Series, NOVELTIES are inspiring : it’s interesting when new episodes come out, and they are immediately accessible.News content in foreign languages is important for those living abroad for more than one year. 49% of the Hungarians living abroad didn’t watch any Hungarian content in the last six months. DOWNLOADED CONTENT IN THE LAST 6 MONTHS Foreign movies 57% Foreign series 49% Hungarian movies 35% Hungarian series 19% Hungarian magazine/ 16%news Hungarian talent show 11% • SERIES • NEWS WEBSITES OTHER CONTENT MOVIE PREFERENCES Foreign language media consumption is uncharacteristic regarding TV programs. There are no ‚favorite’ TV shows or channels. They don’t wish to use foreign content in Hungarian, they don’t want to convert them to Hungarian sites or channels. They don’t use printed media, it is totally substituted by electronic platform. • ‘I realized after one year, that reading Hungarian content is pointless, when I don’t know what’s happening HERE.’ (34 yo woman, GB)

  36. Future plans for return Media consumption tendencies The effects of Brexit

  37. The respondents integrated into the target country, they don’t plan on returning. They maintain their Hungarian identity with Hungarian language use and visiting home on a few occasions. They consciously avoid assimilation, they view the country, where they live, in a critical manner. They have various plans, most of them want to study develop, but some of them want to travel, and spend the money on pleasant pastimes.Once exception: went to England to gather a certain sum: will return home, when they reaches their goal. Plans for return • ‘I’ve just started school here, my boyfriend is also here, so I’m not planning on returning. We often visit the family in Budapest, or at Lake Balaton. It’s good to return to Germany after 2-3 weeks.’ (woman, Germany) • ‘I feel at home here, I don’t want to return. Only if I receive a very good job offer, which is better then my present job with regards to position and salary. I was interested in Mercedes/ Bosch. I would return home after a few years, but not now.’ (man, D, mechanical engineer) • ‘I attended the last two classes of high school in Scotland, and 3 years of university as well, now I’m studying medical studies for 4 years. I plan on returning home when I’m finished, but this will take a few more years’ (man, university student, GB) • ‘NO, I don’t plan on going home, I feel at home here. It might be that I won’t live in England for the rest of my life, but I won’t return to Hungary.’ (woman, GB) • ‘NO, we don’t plan on returning, we live here, we are citizens here. I wouldn’t have a job like this at home…I work as a personal assistant for 3 senior managers, I’m appreciated, and we feel good here.’ (woman, GB) • ‘NO, I’m not planning on returning, I don’t know where I will live, when I finish university. I might live anywhere in Western- Europe, but I can imagine going to America for a few years as well.’ (man, GB) • ‘NO, I’m not planning on returning, my boyfriend is here, I can find a job, and I feel good here. It’s much more calmer here, than in Hungary.’ (woman, GB)

  38. INFORMATION COMING FROM THE QUANTITATIVE PHASE The respondents integrated into the target country, they don’t plan on returning. They maintain their Hungarian identity with Hungarian language use and visiting home on a few occasions. They consciously avoid assimilation, they view the country, where they live, in a critical manner. They have various plans, most of them want to study develop, but some of them want to travel, and spend the money on pleasant pastimes.Once exception: went to England to gather a certain sum: will return home, when they reaches their goal. Plans for return According to the quantitative results, 21% of the Hungarians living abroad consider their new country as homeland. This ratio is a bit higher among those who are living in Great-Britain (25%) than the immigrants living in Germany (17%). The aspiration to move back to Hungary in the future is a bit higher among the immigrants under 30 years old. Every fifth young Hungarian living abroad is planning to move back to Hungary. Elders are tend to take their separation permanent. GB D Planning to stay in the 36% 40% country permanently Moving forward to another country 12% 6% Planning to move back to Hungary 15% 17% Not sure about the future 37% 37% • ‘I’ve just started school here, my boyfriend is also here, so I’m not planning on returning. We often visit the family in Budapest, or at Lake Balaton. It’s good to return to Germany after 2-3 weeks.’ (woman, Germany) • ‘I feel at home here, I don’t want to return. Only if I receive a very good job offer, which is better then my present job with regards to position and salary. I was interested in Mercedes/ Bosch. I would return home after a few years, but not now.’ (man, D, mechanical engineer) • ‘I attended the last two classes of high school in Scotland, and 3 years of university as well, now I’m studying medical studies for 4 years. I plan on returning home when I’m finished, but this will take a few more years’ (man, university student, GB) • ‘NO, I don’t plan on going home, I feel at home here. It might be that I won’t live in England for the rest of my life, but I won’t return to Hungary.’ (woman, GB) • ‘NO, we don’t plan on returning, we live here, we are citizens here. I wouldn’t have a job like this at home…I work as a personal assistant for 3 senior managers, I’m appreciated, and we feel good here.’ (woman, GB) • ‘NO, I’m not planning on returning, I don’t know where I will live, when I finish university. I might live anywhere in Western- Europe, but I can imagine going to America for a few years as well.’ (man, GB) • ‘NO, I’m not planning on returning, my boyfriend is here, I can find a job, and I feel good here. It’s much more calmer here, than in Hungary.’ (woman, GB)

  39. Media consumption tendencies • Respondents think their media consumption habits won’t change significantly. They believe Hungarian content use will decrease, proportional to the time spent in the country. They consume longer articles, electronic content in foreign language at the moment. They are members of foreign language groups on FB, their friends are foreigners. • Hungarian content suggestions are nostalgic, they stem from TV programs which are decades old: tales, scientific documentary programs, artistic movies. • Regarding the present, outstanding Hungarian sports events and upcoming NEW Hungarian movies are interesting for a few respondents. They present exclusivity and quality against Hungarian content. Commercial content is available via browsing the Internet, stream or download. • Media content is not a topic of conversation with friends at home, or acquaintances; the source is similar. (torrent) Those living abroad don’t consume other content, access is quicker in foreign language.

  40. INFORMATION COMING FROM THE QUANTITATIVE PHASE Regarding to Brexit, those who live in the United Kingdom are waiting, they don’t worry about it. They think, until there is no agreement – which might lasts for years – their status is not in danger. Those who have been living in the United Kingdom for a few years can’t imagine leaving the country. They are all active employees– their work is needed, a lot of foreigners work in their environment and did not recognize personal conflicts.They would search for jobs in other countries with the experience they had in England. Effects of Brexit Two thirds of the Hungarians living in Great-Britain (60%) don’t expect a high influence of the Brexit on his everyday life. Only a small group has a fear (2%) of that their life in the country will be impossible because of the political changes after Brexit. • ‘I haven’t experienced anything negative yet. It will take a long time until they decide, what would be the best for the UK. I don’t know what will happen to my business, I try not to think about it.’ (34yowoman, GB) • ‘Workers are needed, they won’t send us home in a short time. I won’t lose heart, it will take years till the matter is settled.’ (34yo man, GB) • ‘Nobody knows what will happen….an agreement is needed. Even after that, it might take years until something happens. I’m not worried… I don’t believe I would have to leave, as I’m a citizen. There was a meeting on my workplace where we got information, and they said nothing will be changed, so I am not worried.’ (40yowoman, GB) • ‘We don’t talk much about Brexit, there is no point to it. An agreement has to made with the EU, and they have to decide what they want here as well.’ (21yoman, GB)

  41. Contacts Dániel Bolyky Qualitative BU Director daniel.bolyky@ipsos.com +36 30 241 83 98 +36 1 476 7643 Viola Végh Account Manager viola.vegh@ipsos.com +36 30 380 2979 +36 1 476 7672 Katalin Nádori SeniorQualitativeresearcher katalin.nadori@ipsos.hu +36 30 560 4130

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