The Mediapulse Foundation has published various data regarding the Swiss market and the communication of media by its population. The different information revealed highlights data concerning the use of online media, television, and radio. Our agency has thoroughly reviewed these articles and provides you with the essential takeaways.
One in three people use Swiss online media daily
In the second half of 2023, Swiss online media reached 2.7 million people per day, representing one third of Switzerland’s resident population aged three and over. This equates to a daily penetration rate of 33%.
The online survey conducted by Mediapulse measured usage across 100 digital platforms, comprising a total of 238 websites and apps. Over an average week, these platforms reached more than 4 million users, and 4.8 million over an average month, representing a penetration rate of 58%.
Based on Online Audience Data, usage figures for the services measured can be broken down and compared according to various criteria. It appears that affinity for the services examined is slightly higher among men (monthly penetration of 58.4%) than among women (57.5%). Or that monthly penetration in the 50–59 age group (71%) is significantly higher than in the 15–29 age group (50%).
Every day, television reaches 611 million people in Switzerland aged three and over
Swiss and foreign TV channels reached an average of 4.6 million viewers per day during the second half of 2023. This figure represents a net penetration of 61% of the Swiss population aged three years and over living in a household with one or more televisions. Whether live or on-demand, the average viewing time was 106 minutes per day.
The study shows that French-speaking Switzerland has a daily penetration rate equivalent to the national average (61%), whilst German-speaking Switzerland is just below that at 60%. The time spent watching television in these two regions was 188 minutes in French-speaking Switzerland and 168 minutes in German-speaking Switzerland.
Radio listening time on the rise in Switzerland
Linear programming on Swiss and foreign radio stations reached 5.3 million people aged 15 and over every day, representing a daily reach of 72%.
On average, listening time was 112 minutes per day. Based on this data and applying it to the entire population, this means that each adult listened to the radio for approximately 81 minutes per day.
