About the Outlook
Switzerland's entertainment and media industry saw stronger growth in 2024 compared to the previous year, expanding by 2.4% to reach CHF 21.9 billion. While most segments are on an upward trajectory—particularly OTT video and internet advertising—traditional areas such as TV and newspaper advertising continue to face revenue challenges amid shifting consumer behaviors and global uncertainties. Looking ahead, the Swiss E&M market is projected to grow at a compound annual growth rate of 1.5% through 2029, reaching nearly CHF 23.6 billion. This report offers a comprehensive outlook on the evolving market, key segment trends, and the emerging role of generative AI in shaping the future of entertainment and media in Switzerland.
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Segment Highlights
Generative artificial intelligence
Over the past two years, GenAI has seen rapid advancements, with Switzerland focusing on regulating AI's risks while fostering innovation under the Digital Switzerland Strategy 2025, aiming to enhance AI's reputation and uphold public trust as the technology transforms industries globally.
Virtual reality, augmented reality and metaverse
AR is expected to drive robust growth through the forecast period, contrasted by VR's struggles, with VR gaming revenue declining at a -16.3% CAGR, contributing to an overall drop in VR revenue. AR will thrive in both advertising and consumer sectors with mobile AR revenue rising from CHF 174 million in 2024 to CHF 298 million by 2029.
Business-to-business
B2B market growth in 2024 slowed dramatically to 2.4%, a considerable drop from the 9.3% witnessed in 2023, as the sector adjusted post-COVID-19. The B2B sector is experiencing a shift from conventional data subscriptions to comprehensive solutions that integrate analytics and real-time insights, often with the integration of artificial intelligence (AI).
Cinema
Like other Western European markets, Switzerland's film industry experienced a -1.3% downturn in 2024 due to a global box office dip from the Hollywood writers' strike. Cinema admissions in 2024 experienced a -5.1% year-on-year decrease, dropping to 10.2 million, paralleling the reduction in box office revenues. Nonetheless, this figure is projected to rebound throughout the forecast period. As for viewer interested in Swiss films, box office offerings remained strong, making up 9%.
Internet access
Mobile service revenue in Switzerland experienced robust growth in 2024, expanding by 3.5% year-on-year, a significant increase from the previous year's 0.8%. This upward trend is projected to persist, driving mobile service revenue growth at a CAGR of 2.6% through 2029. Although fixed service revenue faces declines, decreasing at a CAGR of -1.1%, the mobile sector's strong performance will ensure overall sector growth, targeting a total service revenue of nearly CHF 9.2 billion by 2029.
Internet advertising
Switzerland's internet advertising market remains a leader in Western Europe, with total revenue reaching CHF 3.4 billion in 2024. The market is projected to grow steadily, achieving a CAGR of 5.3%, which will result in nearly CHF 4.4 billion in revenue by 2029. Key drivers of this growth include the established paid search segment and rapid expansion in video advertising, with CAGRs of 5.5% and 9.3%, respectively, despite video starting from a smaller base.
Music and radio
Switzerland’s music and radio revenue grew by 2.4% year-on-year in 2024, reaching nearly CHF 1.4 billion. Subsections like physical recorded music and digital formats such as downloads and mobile are expected to decline, but the significant growth in streaming is counterbalancing these drops in physical music sales.
Newspapers, consumer magazines and books
Switzerland’s newspapers, consumer magazines, and books market experienced a 3.0% year-on-year revenue decline in 2024, dropping just below CHF 1.9 billion. The decline is largely driven by the sustained decrease in print media interest, although digital formats are expected to rise. However, the "BookTok" trend fuels growth in English-language book sales, but on the same time raise concerns for local-language titles.
Out-of-home
In 2024, Switzerland's year-on-year OOH advertising revenue growth slowed to 3.1%, down from 6.8% in 2023, and is expected to continue decelerating until 2028. However, total OOH revenue is anticipated to rise at a CAGR of 0.6%, increasing from CHF 492 million in 2024 to CHF 508 million in 2029.
Over-the-top video
In 2024, total OTT revenue in Switzerland increased by 21.6% to CHF 903 million, and is projected to grow at a 6.9% CAGR, reaching nearly CHF 1.3 billion by 2029, driven by rising SVOD revenues.
Traditional TV and radio
Switzerland's subscription TV revenue is anticipated to stay relatively stable, maintaining around CHF 1.5 billion throughout the forecast period.
TV advertising
The TV advertising market in Switzerland continued its downward trajectory in 2024, with total revenue declining to CHF 638 million, a year-on-year decrease of 1.4%. Major sporting events such as the European Championships and Olympics slightly eased the decline, with broadcast TV advertising expected to continue falling until 2029, countered by Replay TV’s growing popularity.
Video games
Total video game revenue in Switzerland reached nearly CHF 1.5 billion in 2024 and is projected to surpass CHF 1.8 billion by 2029. This growth will be primarily driven by console games revenue and a 4.5% increase in social/casual gaming, while the PC games market grows at a slower pace.
