Mediapulse: 106 minutes of television per day

New data for the second half of 2023 shows that people in Switzerland continue to watch traditional television: Traditional television offerings dominate the time budget for video consumption, and reach has increased.

Image: Glenn Carstens-Peters, Unsplash .

In the second half of 2023, 61% of the population in Switzerland watched TV channels live or time-shifted every day. The average viewing time for the total population aged three and over was 106 minutes per day. This is shown by TV usage data collected on behalf of the Mediapulse Foundation.

Domestic and foreign TV channels reached 4.6 million viewers per day with their offerings in the past six months. This corresponds to a net reach of 61%, based on all people aged 3 and over who live in a private household with one or more TV sets. While the percentage value for French-speaking Switzerland (61%) corresponds to the national average and that for German-speaking Switzerland is just below it at 60%, Svizzera italiana comes out on top and proves to be the language region with the greatest TV affinity with a daily reach of 70%.

203 minutes in the Italian part of the country

This assessment applies not only when looking at the share of viewers, but also when looking at the amount of usage. On average, a TV user in the Italian-speaking part of the country spends 203 minutes a day watching TV programs. The corresponding comparative figures of 188 minutes in Suisse romande and 168 minutes in German-speaking Switzerland are also impressive, but are well below the peak figures from the south. If this usage volume per viewer is converted to the total population, the TV viewing time per capita, i.e. across all people, can be calculated. In the second half of 2023, this viewing time amounted to 106 minutes across Switzerland.

In the second half of 2022, which was largely dominated by the FIFA World Cup in Qatar, this figure was 111 minutes, which represents a year-on-year decrease of 5 minutes. In contrast, the reach of the TV genre rose from 57% to 61% in the same period, an increase of 4 percentage points or 334,000 viewers. This increase can be seen in all three language regions and amounts to 5 percentage points in French-speaking Switzerland, 6 percentage points in Italian-speaking Switzerland and 4 percentage points in German-speaking Switzerland.

Image: Mediapulse TV Data.

Traditional television services dominate

The television research conducted by Mediapulse provides information on linear and time-shifted TV usage on conventional TV sets. A measurement solution for the use of TV offerings via alternative devices has already been implemented, but does not yet fully capture this form of usage, which is why the corresponding usage data is not included in the statistics for the second half of 2023. In addition to TV offerings, Mediapulse has also been recording the reach and duration of use of relevant streaming and video platforms since 2021. Like other TV research, streaming measurement is limited to usage at home, but takes into account access via all internet-enabled devices in the household. The results for the second half of 2023 confirm three findings that have already been observed in previous years. Firstly, of the platforms surveyed, only YouTube and Netflix recorded substantial user and usage figures. Secondly, YouTube reaches significantly more users than Netflix on an average day, but is able to retain these users for significantly less time than the streaming provider. Thirdly, traditional television offerings continue to dominate the time budget for video usage. Over 80% of the combined viewing time of TV, YouTube and Netflix at home is accounted for by linear or time-shifted use of television programs.

Image: Mediapulse TV Data.

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