Global Media Intelligence 2021: Switzerland

Noteworthy in 2021

Traditional media still enjoy wide reach, but many younger web users are gradually shifting to digital alternatives.

• Most of the online population still tuned in to live radio and read print publications. In total, 74.8% of internet users ages 16 to 64 had listened to live radio during the prior month in Q1 2021. More than two-thirds (67.6%) had read a print newspaper during the same period, and almost as many (61.0%) had read a print magazine.
• But usage continued to fragment, with younger people the first to lose interest in traditional formats. For example, only 60.2% of 16- to 24-year-olds had listened to live radio in the prior month during Q1. Just 48.3% of the same cohort had recently read a print newspaper, and 44.4% had read a print magazine. In the oldest age bracket, 79.9% were print newspaper readers, and 74.2% had read a print magazine.
• Broadcast TV largely bucked this trend, though. Over 83% of internet users in Q1 were live TV viewers, spending an average of 1 hour, 52 minutes (1:52) per day. Penetration was well above 80% in almost all demographic groups—the exceptions being 25- to 34-year-olds and respondents in low-income households.