Web Media Monitor 2019: Radio and TV usage increasingly shifting to the internet
The "Web Media Monitor 2019" shows that more than half of Swiss radio/audio and TV/video consumption already takes place online. Users' willingness to pay and interest in web media in the advertising market have also grown.
The Swiss media market has a lot to offer: with a total of 593 online audio and online video offerings from 261 providers, the range of offerings is extremely diverse in terms of content and language. Traditional media brands are particularly well represented: around two thirds of the 440 online audio offerings come from FM/DAB+ radio brands. In the online video sector, more than half (56%) come from the television, radio or print market.
Compared to the previous study in 2017, the web media market has become more professionalized: Smaller "hobby providers" have switched to high-reach social media platforms. The attractiveness for the advertising industry has increased and the providers' forecasts are correspondingly positive: They expect annual advertising growth of 18% for the online audio sector by 2021, and as much as 49% for online video.
Increased usage and willingness to pay
Today, 56% of TV/video usage and 54% of radio/audio usage in Switzerland takes place on the internet. The most popular offerings for online audio users are simulcast streams from FM stations and music streaming services. In the video segment, live TV programs from TV stations and free video portals are particularly popular.
At the same time, the willingness to pay for media content on the internet is also growing. More than a third of Swiss online users already (at least occasionally) use paid online audio services, and among 16 to 29-year-olds this figure is already almost half (48%). This trend is even stronger in the online video segment. Here, more than half of respondents and even two thirds of 16 to 29-year-olds use paid online video platforms.
Plenty of potential for growth
The growth forecasts for the web media industry are predominantly positive. When asked about future market drivers, audio providers cite in-car audio streaming and in-car entertainment systems in particular. They also see great development potential for the industry in smart speakers, the personalization of services and podcasts.
The most important future topics in the Swiss online video market are innovative formats, interactivity of content, but also 5G and influencer marketing.
The "Web Media Monitor 2019" was compiled by Goldmedia on behalf of Bakom. The study on the Swiss online audio and online video market is based on an extensive survey of web media providers and users in June/July 2019 and can be downloaded here. here can be accessed free of charge.
