Hungarian print media showed remarkable resilience in 2025, generating HUF 36.316 billion in net advertising revenue after agency discounts, a 4.6% nominal increase, while newspaper circulation brought in HUF 55.919 billion, according to the latest MLE (Magyar Lapkiadók Egyesülete) figures.
Online revenues reported in tax filings added HUF 116.054 billion, but print’s dominance endures: 79% of total publisher income still flows from physical papers and magazines.
With nearly 500 publishers producing 7,200 titles, the sector leans heavily on circulation (48% of revenue) and print ads (31%), dwarfing digital ads at 21%. Digital content advertising grew 8.8% to HUF 23.819 billion.
Reader loyalty defies youth myth
NOK’s national survey debunks digital-only narratives: 36% of Hungarians (2.7 million) read print weekly, strongest among over-50s and higher-educated. Notably, 32% of 16–29-year-olds buy newspapers, and 12% in that cohort consume both formats.
, newspaper sales HUF 55.9B (48% total revenue), online HUF 116B. Print = 79% publishers' income.){kind=link}