Observed Signal · Jun 2, 2026 · Earnings Report · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
SWI swissinfo.ch Demand Up 10% in 2025
SWI swissinfo.ch’s international offering recorded over 48 million views in 2025, a 10.2% increase year-on-year. About 70% of usage came from abroad with accesses from 195 countries. The outlet’s content was cited 3,544 times across 49 languages and more than 60 countries. SWI swissinfo.ch publishes in ten languages and serves over 838,000 Swiss living abroad. Larissa M. Bieler, Head of SWI swissinfo.ch, said demand for reliable global context has risen amid geopolitical tensions. The audience figures were published alongside the SRG funding debate: in March 2026 the Swiss parliament voted to exclude the SRG’s foreign mandate from proposed federal budget cuts, rejecting an annual reduction of roughly CHF 19 million by 104 to 84 votes.
Audience and citation growth for an international public publisher demonstrates expanding global reach and supports the case for continued public funding; however, the news is publisher-specific and not industry-shifting for AdTech/MarTech.
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Key Takeaways & Evidence Grounding
- SWI swissinfo.ch recorded more than 48 million views worldwide in 2025, up 10.2% year-on-year.
- Around 70% of usage originated from outside Switzerland, with accesses from 195 countries.
- Content from SWI swissinfo.ch was cited 3,544 times in 49 languages and over 60 countries in 2025.
- In March 2026 the Swiss parliament voted 104 to 84 against cutting approximately CHF 19 million annually from the SRG foreign mandate.
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SRF Achieves Record Half-Year Market Share
Mediapulse reported that in the first half of 2026 daily TV reach in Switzerland was 4.6 million people (59% daily reach) with average viewing time of 175 minutes per day and time-shifted viewing at 31%. Public broadcaster SRF recorded a half-year market share of 36.3% — its highest since the 2013 measurement change — with a primetime share of 44.2%. CH Media's national channels averaged 929,000 viewers daily and posted a 16.7% primetime market share among 15–59-year-olds in April 2026 (27% above April 2025). Regional broadcasters including TeleZüri, Tele M1, Tele 1 and TVO reported audience and market-share highs, while Bakom performance measurements show regional channels exceeded mandated quotas for locally produced information.
Fög study: Young Swiss want SRG on social media
A study by the University of Zurich's Research Center for Public and Society (Fög) reveals that a majority of the Swiss population supports public service media like SRG, but expectations for its online presence vary significantly by age. Among 18-24 year-olds, 69.9% want SRG to be present on social media, while only 23.8% of those over 55 do. The population generally values SRG's own channels, with 69.6% emphasizing TV presence and 47% mentioning websites/apps. The study is intended to inform the new SRG concession starting in 2029, where the federal government plans to focus online efforts on audio and video. The findings suggest that reducing presence on third-party platforms would particularly affect younger audiences, and the authors argue against blanket regulations for specific online formats.
Digital News Report 2026: Switzerland Above Average
The Reuters Institute’s Digital News Report 2026, analysed for Switzerland by Fög (University of Zurich), finds global trust in journalism at a record low (37%) while platforms have overtaken news sites globally as the main access route to news. Switzerland performs relatively better: overall media trust is 42%, newssites remain the leading news source, and 20minuten.ch is the top online brand. About 10% of Swiss adults use AI chatbots (e.g., ChatGPT, Perplexity) for news; these bots supplement existing news habits but rank lowest in trust. Around 19% paid for online news in the past year, with younger cohorts showing higher willingness to pay. The report highlights declining news interest and growing platform dependence as structural risks for media houses.
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