Stable usage patterns in the Swiss moving image market
Usage patterns in the moving image market remain basically stable in the fourth quarterly report 2022 of Mediapulse Streaming Data. Traditional television continues to achieve the highest daily reach - followed by the video and streaming platforms YouTube and Netflix.
According to the Mediapulse Streaming Data report, traditional TV continues to score with the highest daily reach figures in the fourth quarter of 2022. These are identical to the fourth quarter in 2021 and thus follow a similar seasonal trend as in the previous year. Compared to the last quarter, classic television is again characterized by significantly higher reach figures.
A similar pattern can also be seen with Netflix and YouTube and, for the first time, TV usage via small-screen devices. These have seen analog reach growth since the last quarter. The other streaming platforms Disney+, Amazon Prime and Apple TV+ still reach comparatively few people.
Daily reach per quarter in percent
In terms of usage time, traditional TV continues to lead the field and retains both the entire Swiss population and its effective users the longest. This is followed by the streaming platform Netflix, which has a high dwell time - followed by TV via small-screen devices. Compared to Netflix, YouTube has a lower dwell time but a higher viewing time.
Daily dwell and viewing time Q4 2022 in minutes
Svizzera Italiana ties for most viewers
As already seen in the previous quarters, significantly more people in Svizzera Italiana are reached via traditional TV via big screen than in the other language regions of Switzerland. In contrast to the last quarter, this picture is also evident in TV usage via small-screen devices. In contrast, there are hardly any differences between Suisse Romande and German-speaking Switzerland.
Daily reach Q4 2022 by language region in percent
TV achieves highest reach in almost all age groups
The fourth quarterly report 2022 shows that traditional TV has the highest daily reach among almost all age groups. Only among 15-29 year-olds does YouTube score with the highest reach. YouTube tends to be popular with the middle age groups and increasingly also with older age groups, while Netflix primarily reaches the middle and younger age groups.
Daily reach Q4 2022 by age and gender in percent
Daily reach Q4 2022 by device in percent
As part of its TV research, Mediapulse publishes a quarterly Streaming Data Overview with the aim of providing an independent, cross-platform and comparable database for the use of TV and other moving image offerings. The distribution and use of relevant video and streaming platforms will be quantified and compared with the corresponding figures for TV use.
All quarterly reports and evaluations can be viewed on Mediapulse.ch.