Observed Signal · May 19, 2026 · Market Research / Study · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
Zattoo Study: Internet TV Dominates Swiss Viewing in 2026
A Zattoo TV‑Streaming Report published May 19, 2026 finds that 71% of Swiss households now receive television via the internet. Internet‑based reception remains dominant: 39% use Internet‑TV as their primary reception method and 32% use TV‑streaming, both stable year‑on‑year. Smart TVs continue to be the central streaming device (58%), followed by smartphones (43%), laptops/PCs (38%) and tablets (24%). The report notes declining cable and satellite penetration, growing flexibility of streaming usage that undermines long‑term subscription models, and easing consumer concerns about cost and internet stability. For the first time, 12% of respondents identified the large number of apps and subscriptions as a barrier to adoption.
The study documents a clear shift in Switzerland from linear TV to internet‑based TV/CTV and device usage trends (Smart‑TV dominance), which affects ad inventory, measurement and subscription strategies—relevant to advertisers, publishers and streaming platforms, but primarily regional.
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Key Takeaways & Evidence Grounding
- Zattoo's TV‑Streaming Report (May 19, 2026) finds 71% of Swiss households receive TV via the internet.
- Internet‑TV is reported as the most important reception method at 39%; TV‑streaming follows at 32%.
- Smart TVs are the leading streaming device (58%); smartphone 43%, laptop/PC 38%, tablet 24%.
- The report observes continued decline in cable and satellite distribution and increased flexibility in streaming usage that challenges long‑term subscription models.
- 12% of respondents cited the number of apps and subscriptions as a hurdle to streaming adoption; concerns about cost and internet stability have decreased.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Zattoo CEO: TV-via-App Reached Tipping Point
In an interview, Zattoo interim CEO Tina Rodriguez says internet-based TV consumption has reached a tipping point and outlines Zattoo’s strategy to grow as a European streaming technology champion. Zattoo now focuses on four pillars: a B2C TV app in Germany/Austria/Switzerland, white‑label B2B platform services for operators, modular platform components (after acquiring Green Streams) and AdTech solutions. Rodriguez highlights B2B and Connected TV advertising as primary growth opportunities, cites a new Zattoo streaming report showing IPTV+OTT at 54%, and notes more than 1.26 billion hours streamed across Zattoo platforms in the past 12 months. She also announced a modular deal: Joyn Schweiz will use Zattoo technology to scale live signal processing for 75 linear channels.
Ricola brings back 'Who invented it' campaign in Germany
Swiss herbal candy maker Ricola is reviving its iconic slogan "Who invented it?" in Germany, following its reintroduction in Switzerland in September. The new campaign, created by lead agency Jung von Matt (Zurich), features a young supermarket customer who doesn't recognize the famous question, playing on generational disconnect with dry Swiss humor. The spot introduces a new mascot, a marmot named Ric. The campaign will run across moving image, social media (YouTube, Instagram, TikTok), and retail (dm), with planned 200 million contacts by end of December. It is part of a long-term communication platform, with further brand positioning planned for 2027. Jung von Matt regained the Ricola account in 2021 after losing it to Publicis in 2018.
Tina Rodriguez appointed CEO of Zattoo
Zattoo's Board of Directors has officially appointed Tina Rodriguez as CEO. Rodriguez, who joined the company in January 2026 as Chief Consumer Officer, had been serving as interim CEO since April 2026 following the departure of Roger Elsener to SRF. The board, led by chairman Daniel Mönch, praised her clear strategic leadership and role in driving transformation. Under her interim leadership, Zattoo achieved key milestones, including a marketing partnership with Ströer, the launch of its own FAST channel 'Zeno True Crime', and new B2B clients such as Joyn Schweiz for Zattoo Ingest. Additionally, Zattoo Orchestrate went live with Estonian TV provider Elisa Eesti. Before Zattoo, Rodriguez held leadership roles at Liberty Global, Sunrise, UPC Schweiz, and Unitymedia.
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