Traditional TV & Home Video - Switzerland

In Switzerland, revenue in the Traditional TV & Home Video market market is projected to reach US$3.40bn in 2024.
Revenue in Switzerland is expected to show an annual growth rate (CAGR 2024-2029) of 0.44%, resulting in a projected market volume of US$3.48bn by 2029.
The average revenue per user (ARPU) in Switzerland is expected to amount to US$551.60.
In a global comparison, most revenue will be generated the United States, which is projected to reach US$146.60bn in 2024.
The number of TV viewers in Switzerland is expected to amount to 6.4m users by 2029.
User penetration in the Traditional TV & Home Video market market in Switzerland is expected to be at 69.7% in 2024.
Additionally, the average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in Switzerland is projected to amount to US$551.60 in 2024.
In Switzerland, the shift towards streaming services is increasingly overshadowing traditional TV and home video consumption, reflecting a broader digital transformation in media preferences.

Definition:

The Traditional TV and Home Video market involves the distribution and consumption of audiovisual content through conventional broadcast television channels and physical media formats like DVDs and Blu-ray discs. It encompasses the production, broadcasting, and viewing of television programs, movies, and other video content within households. Additionally, the market includes advertising placements within television programming and the collection of public TV Licence fees to support public service broadcasting networks, contributing to the diverse landscape of content delivery and revenue generation within the industry.

Structure:

The traditional TV and home video market comprises several key components, including pay TV services, physical home video sales, traditional TV advertising, and public TV Licence fees. Pay TV services involve subscription-based access to premium television channels and content, often delivered through cable, satellite, or internet-based platforms. Physical home video sales encompass the distribution of movies and TV shows on DVDs, Blu-ray discs, and other physical media formats for consumer purchase or rental. Traditional TV advertising involves the placement of commercials within broadcast television programs, generating revenue for broadcasters and advertisers alike. Public TV Licence fees refer to the mandatory charges imposed on households to fund public service broadcasting networks and channels. Together, these elements form the backbone of the traditional TV and home video market, catering to diverse viewer preferences and consumption habits.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases. Key players in the market are companies, such as NBCUniversal, CBS Corporation, and The Walt Disney Company.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Physical home video such as DVD & Blu-ray sales
Traditional TV advertising such as commercial breaks
Public TV license fees such as BBC License in the UK and the Rundfunkbeitrag in Germany

OTT (Over-the-top content) services such as Netflix, Hulu, iTunes, and Pluto.tv
Public license fees collected in the form of a tax such as income tax in the Nordic countries
DVD & Blu-ray rental

The Traditional TV & Home Video market in Switzerland has been experiencing significant changes and developments in recent years. Customer preferences in the Swiss market have shifted towards digital platforms and streaming services, leading to a decline in traditional TV and home video consumption. This can be attributed to several factors, including the convenience and flexibility offered by online streaming platforms. Customers are increasingly opting for on-demand services that allow them to watch their favorite shows and movies at their own convenience, without the need for scheduled programming. The rise of smartphones and other mobile devices has also contributed to the shift in customer preferences, as people can now access digital content on the go. One of the key trends in the Swiss market is the growing popularity of subscription-based streaming services. Platforms such as Netflix and Amazon Prime Video have gained a strong foothold in the market, offering a wide range of content at competitive prices. These services have become particularly popular among younger demographics, who are more tech-savvy and prefer the flexibility of streaming over traditional TV. The availability of high-speed internet connections across the country has also played a significant role in the adoption of streaming services. Another trend in the market is the increasing demand for original content. Streaming platforms are investing heavily in producing their own exclusive shows and movies to attract and retain customers. This has led to a shift in the dynamics of the industry, with traditional TV networks facing stiff competition from streaming giants. The rise of original content has also created new opportunities for local production companies and talent, as international platforms look for unique and diverse content to cater to their global audience. In addition to changing customer preferences, there are also some local special circumstances that have impacted the Traditional TV & Home Video market in Switzerland. The country has a unique linguistic and cultural landscape, with four official languages spoken across different regions. This diversity has led to the development of regional TV channels and content that cater to specific language groups. However, the rise of digital platforms has also allowed for the distribution of content across different regions, breaking down language barriers and providing access to a wider range of content. Underlying macroeconomic factors have also influenced the market. Switzerland has a high standard of living and disposable income, which allows consumers to invest in premium streaming services and high-quality home entertainment systems. The country's strong economy and stable political environment have created a favorable business environment for both local and international players in the market. Overall, the Traditional TV & Home Video market in Switzerland is undergoing a transformation due to changing customer preferences, the rise of streaming services, and the demand for original content. While traditional TV still holds a significant share of the market, the future is undoubtedly digital, with streaming services becoming the preferred choice for many consumers. The industry will continue to evolve and adapt to these trends, providing new opportunities for content creators and distributors.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.