Media usage in Switzerland - statistics & facts
Media usage Switzerland is generally shaped by many of the same developments that can be observed in other European markets. There is less demand for print media and a larger adoption of online media. The four official languages on Swiss soil also mean there is more diversity in the types of media offered. For mediums already struggling, such as print, this is an additional challenge as the audience is only a percentage of the population. So is the reality of an increase in people getting their entertainment online posing a significant threat to print media? Or is it the case that newspapers are still an important part of the media landscape?
People in Switzerland, like in most other countries, are turning towards the flexibility of digital media over traditional print media. Although print is still used by some, as in many countries, it is facing a downward trend. Digital media is seeing an increase in use and is developing in many ways e.g. through social media, podcasts, and AI, making it a popular way for people to consume information. The future of media usage seems pretty clear, and although print has a reputation for being accurate and reliable, it seems that more and more people will still be opting for online sources.
Is print dead?
In terms of print media, while circulation figures for magazines and newspapers are not increasing significantly, they are not yet entirely out of the running in Switzerland. Among the daily newspapers with the highest circulation 20 Minuten in German ranked first, followed by 20 minutes in French. The Italian version of the paper, however, has not been so successful. In the last year, the newspaper lost around 10,000 readers and was actually the paper with the lowest circulation rate.Adoption of online media
As in other markets, a major influence undoubtedly defining the future of Swiss media usage is the rise of digital media and online media access. In turn, using digital media has become commonplace. Swiss consumers read the news online and visit social media platforms such as Instagram and Facebook. They watch video content on YouTube and stream music on Spotify. Traditional media such as linear TV and radio are still popular but can now be consumed digitally in a more flexible and customized manner as well. While listening to the radio, for example, used to be restricted to one type of device in the past, users can now tune into their favorite station on the go on their mobile devices whenever and wherever they like. In turn, the same devices can also be used for reading or watching the news online, watching videos and streaming music or podcasts.People in Switzerland, like in most other countries, are turning towards the flexibility of digital media over traditional print media. Although print is still used by some, as in many countries, it is facing a downward trend. Digital media is seeing an increase in use and is developing in many ways e.g. through social media, podcasts, and AI, making it a popular way for people to consume information. The future of media usage seems pretty clear, and although print has a reputation for being accurate and reliable, it seems that more and more people will still be opting for online sources.
