Time-shifted TV use continues to rise - young people tune in less often
15 to 29-year-olds watched less television in the second half of 2016. On the other hand, time-shifted TV usage among young French-speaking Swiss reached a new record high. However, two thirds of the Swiss still watch linear television every day.
In the second half of 2016, traditional linear television is still watched by around two thirds of the Swiss population on a daily average. Unlike the reach, the daily viewing time decreased compared to the same semester of the previous year. A decrease in TV minutes watched can be observed above all in Suisse romande and among 15 to 29-year-olds in all language regions. Time-shifted TV usage is at a new record high of 26% among 15- to 29-year-old viewers from French-speaking Switzerland.
The average daily reach of the television medium proved to be fairly stable in the second half of 2016 compared to the same semester of the previous year. Only Suisse romande recorded a small decline in reach of around 0.8%. Looking at the evolution of the figures for the first half of the year from 2013 to 2016, there is even a trend in every region towards an increase in the average number of people watching television during the day. Even if the observation is limited to the "15-49" age group, TV reach can be said to be stable. Only in the 15-29 age group is there a trend towards a decrease in the daily average number of viewers, particularly in the second semester of the year.
Below-average viewing time in German-speaking Switzerland and Suisse romande
In two of the three language regions - German-speaking Switzerland (118 minutes) and French-speaking Switzerland (135 minutes) - viewing time among the total population aged 3 and over in the second half of 2016 was at its lowest level since the introduction of the new measurement system in 2013. If the analysis is restricted to the 15 to 49 age group, Italian-speaking Switzerland is also affected by a historic minimum value in a comparison of semesters. However, given the evolution of the previous second semesters and the first semesters of the last four years, it would be premature to speak of a negative trend. In the first semester of the year just ended, TV viewing time among the total population aged 3 and over was longer than in the previous semester. Nevertheless, there are clear negative developments in terms of viewing time: in Suisse romande, there appears to be a very clear trend towards ever shorter viewing times in the young age group of 15 to 29-year-olds.
Time-shifted use, an unbridled success
Of all the values presented here, a linear, constant evolution from semester to semester can only be observed in the ratio of time-shifted usage to total TV usage: The share of time-shifted TV usage in total TV usage increases from semester to semester in all regions and among all age groups. With a share of 26%, Suisse romande achieved a new high in this respect among 15 to 29-year-olds.
Picture: 3dman_eu/Pixabay
