In a constantly evolving media industry, Switzerland is experiencing significant changes in media consumption, as revealed by the latest data from the annual Digimonitor study, jointly organized by the electronic media community of interest (IGEM) and REMP SA for advertising media research.
Notable changes in the social media landscape:
- Instagram takes the lead: With year-on-year growth of 150,000 users, Instagram, with its 2.9 million users, now dominates the social media market, surpassing Facebook, which, for its part, sees a decline of 180,000 users.
Artificial Intelligence and Chatbots:
- The advent of Chat GPT: Thanks to its AI, Chat GPT is gaining in popularity, with over a million Swiss users. Particularly popular with young people, almost half of all students in Switzerland have adopted it, with an average age of 28.
Video streaming dynamics:
- A pendulum swing for the streaming giants: While Netflix and YouTube see their Swiss audience drop by 300,000 and 370,000 respectively, local video offerings such as those from SRF, RTS and RSI maintain a strong presence with 2.8 million viewers.
Traditional media are not to be outdone:
- Television remains powerful: With 6.3 million viewers, or 93% of the population, television maintains its media supremacy in Switzerland.
- Rebirth of cinema and teletext: After a difficult period due to the pandemic, Swiss cinemas regained almost 92% of their pre-Corona audience levels, with a notable increase of 570,000 spectators. Teletext, meanwhile, surprised with an increase of 520,000 users, showing the surprising resilience of this classic medium.
The era of digital audio:
- Podcasts – The new audio wave: With an increase of 270,000 listeners, podcasts continue to grow in popularity, reaching 43% of the population. The main platforms for this content are SRF/RTS/RSI, Spotify and YouTube.
Digital consumption and finance:
- Digital currencies are evolving: While crypto-currencies seem to be losing ground, digital currency apps such as online banking, Twint and Apple Pay are seeing a significant rise in their customer base.
The latest results of the Digimonitor study show that the Swiss media landscape is in a state of flux, with notable movements in both the digital and traditional sectors.
The challenge for industry players will be to skillfully navigate this changing environment to meet the ever-increasing expectations of the modern Swiss consumer.
Source: IGEM-Digimonitor 2023
