匈牙利图书市场调研和分析报告（英文版）-2024年1月上传培训课件

INDUSTRIES

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MARKETSBooksinHungaryCHAPTER

01IndustryoverviewForecastofthephysicalbooksmarketrevenueinHungaryfrom2017to2027(inmillionU.S.dollars)ForecastofthephysicalbooksmarketrevenueinHungary2017-202716014012010080134.02126.21120.2115.02114.0198.3496.4794.8990.9987.6584.086040200201720182019202020212022202320242025202620273Description:Therevenueinthe'PhysicalBooks'segmentofthemediamarketinHungarywasforecasttocontinuouslydecreasebetween2023and2027byintotal14.3millionU.S.dollars.Afterthefourthconsecutivedecreasingyear,theindicatorisestimatedtoreach84.08millionU.S.dollarsandthereforeanewminimumin2027.ReadmoreNote(s):Hungary;2017to2027Source(s):Advertising&MediaInsightsForecastofthephysicalbooksmarketusersinHungaryfrom2017to2027(inmillions)ForecastofthephysicalbooksmarketusersinHungary2017-20272.52.081.971.972.01.51.00.50.01.891.871.771.681.591.511.451.38201720182019202020212022202320242025202620274Description:ThenumberofreadersofphysicalbooksinHungarywasforecasttocontinuouslydecreasebetween2023and2027byintotal0.3millionusers.Aftertheeighthconsecutivedecreasingyear,theindicatorisestimatedtoreach1.38millionusersandthereforeanewminimumin2027.ReadmoreNote(s):Hungary;2017to2027Source(s):Advertising&MediaInsightsBooksalesrevenueinHungaryfrom2010to2022(inmillionforints)BooksalesrevenueinHungary2010-202265,00060,00055,00050,00045,00040,0002010201120122013*2014*2015*2016*2017201820192020*2021*2022*5Description:In2022,booksalesrevenuetotaled59.47billionforintsinHungary.Thisrepresentedanincreasecomparedtothepreviousyearandfiguresevenexceededpre-pandemiclevels.

ReadmoreNote(s):Hungary;2010to2022Source(s):MagyarKönyvkiadókésKönyvterjesztőkEgyesületeDistributionofthebooksalesrevenueinHungaryin2022,bycategoryShareofbooksalesrevenueinHungary2022,bycategoryShareofsalesrevenue0%5%10%15%20%25%30%35%33.5%40%Children'sbooksLiterature33.1%EducationalandartbooksSpecializedtextbooksYoungadult20.5%6.4%4.1%Languagebooks1.5%0.5%0.4%ComicbooksForeignlanuagebooksSchoolbooks

0.04%6Description:In2022,children'sliteratureaccountedfor34percentofthetotalbooksalesrevenueinHungary.Literaturealsocontributedconsiderablytothesales,occupyinganover33percentshare.

ReadmoreNote(s):Hungary;2022Source(s):HungarianCentralStatisticalOffice;MagyarKönyvkiadókésKönyvterjesztőkEgyesületeHouseholdconsumptionexpenditureofnewspapers,booksandstationeryinHungaryfrom2009to2021(inmillionHUF)Consumerspendingonnewspapers,booksandstationeryinHungary2009-2021200,000180,000160,000140,000120,000100,00080,00060,00040,00020,000020092010201120122013201420152016201720182019202020217Description:Theannualconsumptionexpenditureofhouseholdsonnewspapers,booksandstationeryinHungaryincreasedby25.7billionmillionForint(+16.27percent)in2021.Therefore,theannualconsumptionexpenditureofhouseholdsinHungaryreachedapeakin2021with183.4billionmillionForint.ReadmoreNote(s):Hungary;2009to2021Source(s):OECDCHAPTER

02PublishingTotalpublishingindustryrevenuefromsalesandlicensesinHungaryfrom2019to2021,bysector(inmillionU.S.dollars)PublishingindustryrevenuefromsalesandlicensesinHungary2019-2021,bysectorTrade180.4EducationalTotal20018016014012010080167.4156.5147.6604013208.9020192021*9Description:TheHungarianpublishingindustryrecordeda13percentdecreaseinitsrevenueovertheshownperiodasin2021,totalrevenuesfromsalesandlicensesweremeasuredat157millionU.S.dollars.Thetradesectoraccountedforthehighestshareoftheprofit,whiletheeducationalsectorcontributedwithonly8.9billionforintstotheindustryrevenue.ReadmoreNote(s):Hungary;2020to2021Source(s):FEP;WIPOLeadingpublishinghousesinHungaryin2022,bynetrevenue(inmillionforints)LeadingpublishinghousesinHungary2022,bynetrevenueNetrevenueinmillionforints10,000

15,00005,00020,00025,00030,00035,000LibriGroupLíraGroup30,85810,305PozsonyiPagony2,5752,083AkadémiaiKiadó1,9531,860AlexandraKönyvesházKönyvkiadóMóraFerencIfjúságiKönyvkiadóMszakiKönyvkiadóKossuthKiadó951936731655ÉdesvízKiadóPagonyKiadó157142PallasAthénéKönyvkiadóHolnapKiadó10Description:In2022,LibriGrouprecordedthehighestrevenueamongthelistedpublishinghousesoperatinginHungary,totaling31millionforints.ItwasfollowedbyLíraGroupwitharevenueof10.3millionforints.ReadmoreNote(s):Hungary;2022Source(s):IgazságügyiMinisztérium;MenedzsmentFórumNumberofbooksandbooklettitlespublishedinHungaryfrom2010to2022NumberofbooksandbookletspublishedinHungary2010-202220,00018,00016,00017,77617,15014,69413,90114,00012,00010,0008,0006,0004,0002,000013,12812,99712,95312,64912,45612,28712,08011,99811,9572010201120122013201420152016201720182019202020212022*11Description:Overtheobservedperiod,thenumberofbooksandbookletspublishedinHungarypeakedin2022,atover17.7thousandtitles.Since2010,thelowestfigurewasrecordedin2013.

ReadmoreNote(s):Hungary;2010to2022;*PreliminarydataReadmoreSource(s):HungarianCentralStatisticalOfficeNumberofbookspublishedbyHungarianauthorsinHungaryfrom2009to2022,bytypeNumberofbookspublishedbyHungarianauthorsinHungary2009-2022,bytypeScientificEducationalSpecialliteratureLiteratureJuvenileandchildren'sliteratureSchoolbookOther14,00012,00010,0008,0006,0004,0002,00002009201020112012201320142015201620172018201920202021202212Description:ThelargestnumberofbookspublishedbyHungarianauthorsinHungarybelongedtothecategoryofspecialliteraturebetween2009and2021.In2022,thetotalnumberofworkspublishedbyHungarianauthorsamountedtoapproximately11.6thousand,markinganincreasecomparedtotheyearbefore.ReadmoreNote(s):Hungary;2009to2022Source(s):HungarianCentralStatisticalOfficeNumberofbookspublishedbyforeignauthorsinHungaryfrom2009to2022,bytypeNumberofbookspublishedbyforeignauthorsinHungary2009-2022,bytypeScientificEducationalSpecialliteratureLiteratureJuvenileandchildren'sliteratureSchoolbookOther7,0006,0005,0004,0003,0002,0001,00002009201020112012201320142015201620172018201920202021202213Description:In2022,foreignauthorspublishedatotalofnearly6.2thousandbooksinHungary,representinganincreasecomparedtothepreviousyear.Thebiggestnumberofpublishedworksbelongedtothecategoryofliterature.

ReadmoreNote(s):Hungary;2009to2022Source(s):HungarianCentralStatisticalOfficeNumberofbooksdepositedinrecognizedrepositoriesinHungaryin2021,byformatNumberofbooksdepositedinrecognizedrepositoriesinHungary2021,byformat30,00025,00025,66620,00015,00010,0005,000018,8536,77835PrintDigitalOtherTotal14Description:In2021,nearly19thousandbooksweredeposidedinrecognizednationalrepositoriesinHungary,withmostofthembeingprintissues.Duringthesameyear,6.8thousanddigitalcopiesweredepositedatHungarianrepositories.

ReadmoreNote(s):Hungary;2021Source(s):FEP;WIPOCHAPTER

03RetailBooks,newsandstationeryproducts'shareinretailinHungaryfrom2010to2022Books,newsandstationeryproducts'shareinretailinHungary2010-20222.5%2.02%1.96%2.0%1.5%1.0%0.5%0.0%1.82%1.65%1.56%1.57%1.54%1.38%1.27%1.22%1.17%1.18%1.1%2010201120122013201420152016201720182019202020212022*16Description:Theshareofbooks,news,andstationaryproductsintotalretailsalesdecreasedinHungaryovertheconsideredtime.In2022,theseproductsaccountedfor1.18percentofthecountry'sretailsales.

ReadmoreNote(s):Hungary;2010to2022;*PreliminaryvalueReadmoreSource(s):HungarianCentralStatisticalOfficeVolumeindicesofbookandnewspaperstores'retailsalesinHungaryfrom2016to2022Volumeindicesofbookandnewspaperstores'retailsalesinHungary2016-2022120%106.9%103.2%102%100.9%96.9%100%80%60%40%20%0%79.1%75%201620172018201920202021202217Description:TheretailsalesvolumeindexofbookandnewspaperstoresoperatinginHungarypeakedin2022,at106.9percent,comparedtothepreviousyear.Overtheobservedtime,thelargertyear-over-yeardecreasewasrecordedfrom2019to2020.

ReadmoreNote(s):Hungary;2016to2022Source(s):HungarianCentralStatisticalOfficeRetailsalesofbooks,news,andstationeryinHungaryfrom2010to2022(inmillionforints)Retailsalesofbooks,news,andstationeryinHungary2010-2022250,000197,616200,000161,806150,429148,542146,800146,014145,754145,337150,000100,00050,0000140,482138,337136,637135,077130,464201020112012201320142015201620172018201920202021202218Description:Theretailsalesvalueofbooks,news,andstationeryproductsinHungarypeakedin2022atnearly198billionforints.Incomparison,thisfiguretotaled130billionforintsin2013,whichwasthelowestvaluerecordedovertheconsideredperiod.

ReadmoreNote(s):Hungary;2010to2022Source(s):HungarianCentralStatisticalOfficeNumberofbookshopsinHungaryfrom2010to2022NumberofbookshopsinHungary2010-20221,8001,6471,5771,6001,4001,2001,0008001,5251,4641,3691,3241,2471,1961,1461,1231,0399709006004002000201020112012201320142015201620172018201920202021202219Description:ThenumberofbookstoresinHungarydecreasedconsiderablyovertheobservedyears.In2022,therewerejust900bookstoresinthecountrycomparedto1.6thousandshopsin2010.

ReadmoreNote(s):Hungary;2010to2022Source(s):HungarianCentralStatisticalOfficeCHAPTER

04LibrariesNumberofpubliclibrariesinHungaryfrom2010to2022NumberofpubliclibrariesinHungary2010-20224,5003,8744,0003,5003,0002,5002,0001,5001,0005003,6713,5743,5013,5223,4993,4743,4503,3553,3503,3353,3353,33102010201120122013201420152016201720182019**20202021202221Description:ThehighestnumberofpubliclibrariesinHungarywasrecordedin2014at3.9thousandinstitutions.In2023,therewere3.3thousandpubliclibrariesinthecountry,followingadecreasingtrend.ReadmoreNote(s):Hungary;2010to2022;*Thestatisticdemonstratesthenumberofserviceunits.**NumberofindependentlibrariesincludingmemberinstitutesofMetropolitanErvinSzabóLibrary.ReadmoreSource(s):HungarianCentralStatisticalOfficeNumberofnationalandcountry-wideresearchlibrariesinHungaryfrom2010to2022Numberofnationalandcountry-wideresearchlibrariesinHungary2010-20221413131313131312121212121212121086420201020112012201320142015201620172018201920202021202222Description:Thenumberofnationalandcountry-wideresearchlibrariesremainedonthesamelevelovertheconsideredyears.In2022,therewere12nationalresearchlibrariesinHungary.

ReadmoreNote(s):Hungary;2010to2022Source(s):HungarianCentralStatisticalOfficeNumberofschoollibrariesinHungaryfrom2010to2022NumberofschoollibrariesinHungary2010-20223,5003,3053,3193,1933,2073,1663,1743,1352,9562,9482,9722,9662,9643,0002,5002,0001,5001,0005000201020112012201320142015201620172018201920202021202223Description:ThenumberofschoollibrariesfluctuatedinHungaryovertheshownyears.In2022,thenumberofschoollibrariesoperatinginthecountrypeakedat3.3thousandwhilethelowestnumberwasrecordedat2.9thousandin2016.

ReadmoreNote(s):Hungary;2010to2022Source(s):HungarianCentralStatisticalOfficeStockofpubliclibrariesinHungaryfrom2010to2022(in1,000s)StockofpubliclibrariesinHungary2010-202250,00045,12945,01345,11044,21144,05643,80643,81143,72943,65643,76845,00040,00035,00030,00025,00020,00015,00010,0005,00042,73742,34540,4320201020112012201320142015201620172018201920202021202224Description:ThestockofpubliclibrariesoperatinginHungarytotaledover45.1thousandbooksin2022,markinganincreasecomparedtothepreviousyear.Overtheobservedperiod,thelowestfigurewasrecordedin2019at40.4thousand.

ReadmoreNote(s):Hungary;2010to2022Source(s):HungarianCentralStatisticalOfficeNumberofregisteredusersatpubliclibrariesinHungaryfrom2010to2021(in1,000s)NumberofregisteredusersatpubliclibrariesinHungary2010-20211,8001,5611,5401,6001,4001,2001,0008001,5201,5271,5061,5141,4821,4821,4401,3791,0541,037600400200020102011201220132014201520162017201820192020202125Description:ThenumberofregisteredusersatHungarianpubliclibrariesdecreasedovertheconsideredperiod.In2019,1.05millionuserswererecordedcomparedto1.54millionregisteredlibrarymembersin2010.

ReadmoreNote(s):Hungary;2010to2021Source(s):HungarianCentralStatisticalOfficeCHAPTER

05E-booksandaudiobooksRevenueoftheeBooksmarketinHungaryfrom2018to2027(inmillionU.S.dollars)RevenueoftheeBooksindustryinHungary2018-20273.53.243.183.193.23.163.163.143.12.952.93.02.52.01.51.00.50.0201820192020202120222023202420252026202727Description:Therevenueinthe'eBooks'segmentofthedigitalmediamarketinHungarywasforecasttocontinuouslyincreasebetween2023and2027byintotal0.1millionU.S.dollars(+3.18percent).Accordingtothisforecastin2027,theindicatorwillhaveincreasedforthefifthconsecutiveyearto3.2millionU.S.dollars.ReadmoreNote(s):Hungary;2018to2027Source(s):DigitalMarketInsightsShareofe-booksandaudiobooksinbooksalesrevenueinHungaryfrom2020to2022Shareofe-booksandaudiobooksinbooksalesrevenueinHungary2020-2022120.0%100.0%80.0%60.0%40.0%20.0%2.1%20202.1%20212.1%0.0%2022*28Description:E-booksandaudiobooksaccountedonlyforasmallshareoftheHungarianbooksalesrevenueduringtheshownyears.In2022,digitalbooksgenerated2.1percentofthesalesrevenue.

ReadmoreNote(s):Hungary;2020to2022Source(s):MagyarKönyvkiadókésKönyvterjesztőkEgyesületeNumberofeBookusersinHungaryfrom2018to2027(inmillions)NumberofeBookusersinHungary2018-20270.80.690.70.60.50.40.30.20.10.00.660.660.660.650.650.650.630.610.55201820192020202120222023202420252026202729Description:Thenumberofusersinthe'eBooks'segmentofthedigitalmediamarketinHungarywasforecasttocontinuouslyincreasebetween2023and2027byintotal0.01millionusers(+1.54percent).

ReadmoreNote(s):Hungary;2018to2027Source(s):DigitalMarketInsightsShareofeBookusersinHungaryfrom2020to2023ShareofeBookusersinHungary2020-202330%24%24%25%20%15%10%5%22%20%0%202020212022202330Description:eBookusagehasfollowedadecreasingtrendinHungaryoverthepastyears.In2023,approximately20percentoftheresidentialonlinepopulationreadeBooks,comparedto24percentrecordedin2020and2021.

ReadmoreNote(s):Hungary;2020to2023;1,050*;18-64years;residentialonlinepopulation;*Numberofparticipantsinthelatestsurvey.ReadmoreSource(s):ConsumerInsightsShareofHungarianspurchasingeBooksfrom2020to2023ShareofHungarianspurchasingeBooks2020-202312%10%10%10%10%8%6%4%2%0%8%202020212022202331Description:TheshareofHungarianspurchasingeBooksincreasedslightlyfrom2020to2021,andremainedonthesameleveloverthefollowingyears.In2023,10percentofthecountry'sresidentialonlinepoulationpurchasedeBooks.

ReadmoreNote(s):Hungary;2020to2023;1,050*;18-64years;residentialonlinepopulation;*Numberofparticipantsinthemostrecentsurvey.ReadmoreSource(s):ConsumerInsightsCHAPTER

06ReadinghabitsFrequencyofreadingbooksinHungaryin2023FrequencyofreadingbooksinHungary202330%25%28%23%20%15%15%10%5%13%13%9%0%AlmostdailyMoreorlessweeklyMoreorlessmonthlyOnceineverythreemonthsOnlyoccasionallyIdonotreadbooks33Description:In2023,overaquarterofsurveyedHungariansstatedthattheyneverreadbooksand23percentonlydidsooccasionally.Theshareofrespondentswhoreadbooksonanalmostdailyorweeklybasistotaled15and13percent,respectively.

ReadmoreNote(s):Hungary;May2023;1,000respondents;18-79yearsSource(s):bdpst24.hu;Évamagazin;ReactyDigitalFrequencyofreadingliteratureinHungaryin2023FrequencyofreadingliteratureinHungary202345%42%40%35%30%25%20%15%10%5%28%28%1%0%OftenRarelyNeverIdonotknow34Description:AsofJuly2023,nearlyathirdofHungariansstatedthattheyoftenreadliteraturesuchasnovels,poems,essays,shortstories,anddrama.Another42percentofrespondentsneveroralmostneverconsumedsuchcontent.

ReadmoreNote(s):Hungary;July26-35,2023;1,001respondents;18yearsandolder;*Literaturereferstonovels,shortstories,essays,poems,drama.

ReadmoreSource(s):Népszava;PublicusResearchFactorsaffectingreaders'choiceofbooksinHungaryin2023Factorsaffectingreaders'choiceofbooksinHungary202370%65%60%50%40%30%20%10%0%39%30%Topic/genreFavoritewritersFriends'recommendation35Description:In