Swiss Media Square 2013
The Swiss Media Association presents its tenth study on media budgets and media trends. It found a slight decline in total expenditure in the user and advertising market, but constant expenditure on press subscriptions.
A total of CHF 13.8 billion was generated from the user and advertising market in the Swiss media market in 2013. This represents a slight decline of 3.5% compared to the previous year. Private individuals and businesses invested CHF 10.6 billion or 3.8% less in their media budget, while income from advertising fell by 2.1% to CHF 3.2 billion.
Every Swiss household spent around CHF 2911 on media consumption in 2013. Media use is characterized by the expansion of digital media offerings and enthusiasm for new media channels, but also by constant spending on traditional media such as the press. At CHF 1.1 billion (-0.4%), the Swiss population's expenditure on press subscriptions remained practically the same as in the previous year, while the number of subscriptions stabilized at 6.8 million (-0.8%).
There was a strong increase in the use of digital offerings from media companies. Newsstands sold only slightly fewer press titles, totaling CHF 458 million (-2.7%). The greater use of increasingly affordable mobile devices also increased demand for moving images, downloads and streaming in the TV, consumer electronics and IT/telecom sectors.
Media trends
The environment in the Swiss media industry remains fragile. However, the individual problem areas are easy to pinpoint and media managers are focusing on actively shaping change during this transitional phase. This conclusion can be drawn from the statements of Swiss media managers who took part in the annual trend survey conducted by the Swiss Media Association.
At the top of the agenda for the media experts surveyed is the question of the role of technology. It has become a competitive field in which you have to hold your own against IT champions. It is also clear that large media companies in particular are investing more in digital media and services than in traditional print businesses. At the same time, the cross-subsidization of journalistic products is likely to increase further.
In the opinion of the respondents, the local press remains best equipped for the future. Furthermore, a clear majority of respondents are against direct press subsidies.
