Swiss Entertainment & Media Outlook 2023–2027

AI generating new opportunities in the E&M industry

About the Outlook

Understandably, the rebound from Covid restrictions slowed somewhat last year, but this didn’t prevent the Swiss entertainment and media (E&M) industry from posting its second-strongest year of growth in 2022. Revenues were up 3.6% to CHF 17.5 billion.

The next five years, however, will be challenging. Geopolitical tensions and cost of living concerns still dominate consumer-driven industries including E&M, meaning uneven conditions for providers to operate in going forward. But it will also be a time of opportunity. While TV and cinema remain a force in Switzerland and live events still exert an irresistible attraction, entirely new consumer experiences are being made possible by using technologies such as AR, VR and AI. It’s still not clear where this adventure will take us or at precisely what pace, but it will certainly change the entertainment and media landscape.

This year’s report will go into more detail about the outlook for the E&M market in Switzerland until 2027 broken down by 14 segments.

Download the report now


Your expert for questions

Bogdan Sutter

Bogdan Sutter
Director Advisory, Strategy and Digital Change Expert, PwC Switzerland

Tel.: +41 58 792 77 51

The Swiss Entertainment & Media Outlook in numbers

.5 bn. CHF

entertainment and media revenue


growth in VR and AR revenue

- .3%

decline in newspaper and consumer magazine revenue


increase in music and radio revenue

1. bn. CHF

video game revenue forecast for 2027


increase in cinema revenue

Segment highlights

Generative artificial intelligence

With most companies actively promoting generative artificial intelligence (AI), the uptake of this technology is rapid, especially for writing texts and carrying out research. Segments especially quick to harness its potential include advertising and PR agencies.

artificial intelligence

Virtual and augmented reality

Last year was a good year for virtual reality and a seismic year for growth in augmented reality revenues. Core hardware issues are being addressed, but a lack of compelling content still places question marks over the establishment of a truly self-sustaining VR ecosystem.

Music, radio and podcasts


Notwithstanding the impact of the COVID-19 pandemic on the trade show industry, Switzerland’s B2B market has been relatively stable. The largest segment, business information, saw growth accelerate to 11.2% in 2022, although this rate will revert to the mean. 

OTT video


Cinema admissions are recovering from the pandemic. However, with linguistic fragmentation in Switzerland arguably preventing box office revenue from reaching its full potential, cinema revenues are not expected to fully recover to pre-pandemic levels until 2025.

Internet access

Consumer books 

Printed book revenues continue their slow decline, and even healthy growth in e-book sales and audiobook subscriptions will not be sufficient to make up for this. The book fair business, however, is back after the pandemic and in good health.

Internet access

Switzerland still punches above its weight in the internet access market, making more revenues than some of its larger European neighbours. Unusually, fixed broadband access will remain the main source of internet access revenues in Switzerland throughout the forecast period.

Out-of-home advertising

Internet advertising

The internet is the biggest advertising medium in Switzerland, significantly larger than newspapers and consumer magazines. However, growth is beginning to slow as the internet advertising market reaches maturity. The fastest-growing part of the market is mobile video display.

Music and radio

Switzerland’s music and radio market grew 18% year-on-year in 2022. Live music is still a huge draw and continues to recover from its COVID-19 setback. At the same time, digital music streaming continues to draw new subscribers and has a few attractive new features up its sleeve.

B2B segment

Newspapers and magazines

This segment is in decline. A growing e-book and audiobook segment will not be enough to compensate for shrinking revenues from non-digital media. Given the Swiss public’s aversion to paying for news content, there is no improvement in sight, although magazine publishers seem to be more successful than newspapers at minimising their losses.


Switzerland, the fourth-largest OOH market in Western Europe, has been making a slower comeback from the COVID-19 pandemic owing to its underweight digital out-of-home (DOOH) market. But significant strides were made in 2022.

Over-the-top video

Switzerland’s OTT market (Netflix & Co.) is competitive and nearly saturated, and growth slowed in 2022. Any further expansion is likely to come through households subscribing to multiple platforms or upgrading to premium tiers.

Consumer books

Traditional TV and radio

OTT will continue to put pressure on the pay-TV market, leading to a small decline in subscriptions over the next five years. Even so, pay-TV revenue will remain substantially ahead of OTT by 2027. Physical home video is effectively dead.

TV advertising 

Even before the pandemic, Switzerland’s TV advertising market was in decline, as viewers have increasingly shifted to on-demand content and OTT. The decline in TV revenues will continue, despite a boost from major sporting events over the forecast period.

TV ad

Video games

The rate of growth in revenue from video games is expected to remain steady over the next few years, although it will slow slightly towards the end of the forecast period. Social and casual gaming, the largest segment of Switzerland’s video games market, looks set to generate over double the revenue of traditional gaming by 2027.

Music, radio and podcasts

“Generative AI is a powerful, hugely disruptive technology with far-reaching implications for the E&M industry. The challenges and risks need to be addressed proactively.”

Bogdan SutterDirector, Strategy and Digital Change Expert, PwC Switzerland

In interviews with industry experts

Bakel Walden

Bakel Walden, SRG

Bakel Walden is Director of Development and Offering at SRG. Together with his team, he focuses on SRG’s interregional activities, like digital transformation and research, in its core business. In the interview, he explains how generative AI can optimise work processes and the impact that this technology will have on how we work.

Timo Grossenbacher

Timo Grossenbacher, Tamedia

Timo Grossenbacher is Head of Newsroom Automation and leads a team at Tamedia that is focused on automation in journalism. In this interview, he explains how generative AI will change the role of journalism within society and the tasks carried out by journalists.

Lars Holtschmit

Lars Holtschmit, Admeira

Lars Holtschmit is Director Marketing and Product Management SRG at Admeira, a partner of SRG and other private media companies in TV marketing. In the interview, he explains how generative AI could change the media industry, from creating optimised services to new marketing opportunities. He also discusses the challenges resulting from this technological transformation.

Executive summary 

This overview summarises the most important findings across each of the 14 sectors explored in the Switzerland Entertainment & Media Outlook 2023 report. 

Download now 

Contact us

Bogdan Sutter

Bogdan Sutter

Director Advisory, Strategy and Digital Change Expert, Bern, PwC Switzerland

Tel: +41 58 792 77 51