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About the Outlook
- Switzerland's entertainment and media industry grew by 2.2% in 2025 to CHF 23.45 bn. That is well below the 5.6% recorded in 2023, reflecting the maturing of the segments that drove the earlier phase of digital expansion. Over the forecast period growth settles at about 1.5% a year, taking total revenue to CHF 25.28 bn by 2030.
- Growth is concentrated in digital and recovering segments. Internet advertising expands from CHF 3.37 bn to CHF 4.24 bn, lifting its share of gross industry revenue from 13.8% to 16.0%. Cinema and OTT video grow fastest among the established segments, while traditional TV, TV advertising and print continue to contract.
- Scale still decides the headline. Internet access alone generates CHF 10.87 bn in 2025, or 44.5% of gross industry revenue, so its modest 1.8% CAGR outweighs much faster expansion in the smaller digital categories. By type of spending, advertising grows at 2.7% a year against 1.2% for consumer spending, and from 2028 E&M growth runs broadly in line with the wider economy.
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Segment Highlights
Business-to-business
One of the steadiest but slowest-growing segments, at a 0.8% CAGR. Business information stays the anchor, reaching CHF 752 m by 2030 - more than half the segment - while trade shows grow at 1.4% and professional books at 1.0%. Trade magazine revenue stays flat.
Cinema
A rebound after a difficult 2025, when a shortage of major US releases held revenue at CHF 189 m. A stronger release pipeline and recovering admissions lift the market to CHF 244 m by 2030, a 5.3% CAGR - the second-fastest of any segment.
Internet access
By far the largest segment, at 44.5% of gross industry revenue in 2025. Growth comes from value per user rather than new subscribers: fixed broadband keeps growing while fixed voice contracts, and fibre continues to displace copper-based DSL. Its scale makes it the largest contributor to absolute industry growth despite a modest 1.8% CAGR.
Internet advertising
The main growth engine of advertising-funded media, expanding at 4.7% and lifting its share of gross industry revenue from 13.8% to 16.0%. Video and retail advertising grow faster than paid search and non-video display; the effect of AI on search remains the key uncertainty.
Music and radio
A more mature phase after several years of stronger expansion. Streaming subscriptions remain the principal engine, rising from CHF 217 m to CHF 267 m at 4.2%, supported by live music and by podcast advertising at 7.1%.
Newspapers, magazines and books
Structural decline continues, from CHF 1.91 bn to CHF 1.74 bn, a fall of 1.8% a year. Print carries the decline; digital subscriptions and online advertising soften but do not reverse it, while consumer books stay broadly stable, helped by BookTok and other online discovery channels.
Out-of-home
A resilient mass-reach medium, growing from CHF 503 m to CHF 555 m at 2.0% Digital out-of-home is increasing its share as advertisers seek greater flexibility, more targeted campaign delivery and closer integration with wider digital advertising strategies.
Over-the-top video
Grows from CHF 839 m to CHF 1.08 bn at 5.1%, supported by ad-supported tiers and advertiser demand for premium online video. Netflix's share of subscriptions eases from 37% to 33% as growth spreads across more platforms and bundling gains importance.
Traditional TV and home video
A large but shrinking segment, down from CHF 2.81 bn to CHF 2.47 bn - a decline of 2.6% a year - with none of its three revenue streams offering a route back to growth. Competitive success shifts from defending the channel package to aggregation and bundling.
TV advertising
Declines by 2.3% a year to CHF 556 m. Broadcaster-owned online TV advertising keeps expanding as replay and on-demand monetisation improve, but not by enough to offset falling broadcast revenue.
Video games
Returns to moderate growth after a weak 2025, reaching CHF 754 m by 2030 at 2.8%. Social and casual gaming is the main engine, growing from CHF 340 m to CHF 421 m at 4.4%.
Virtual reality and augmented reality
The fastest-growing segment in percentage terms at 13.8%, from CHF 121 m to CHF 230 m, driven by mobile AR advertising tied to social platforms. The base stays small at 0.5% of gross industry revenue, so its influence on the market total is limited.
Total E&M market
Switzerland's E&M industry is entering a more mature phase: CHF 23.45 bn in 2025 rising to CHF 25.28 bn by 2030, a 1.5% CAGR. Growth stays positive but depends less on broad market momentum and more on pricing, bundling and advertising innovation.
Advertising spend - all segments
Advertising grows faster than consumer spending, from CHF 5.23 bn to CHF 5.96 bn at 2.7%, as budgets keep moving into digital, video-led and data-driven channels.
Consumer spend - all segments
Consumer spending grows more slowly, from CHF 18.22 bn to CHF 19.32 bn at 1.2%, but remains the larger part of the industry throughout, reflecting the scale of connectivity and subscription revenue.
Contact us
Bogdan Sutter
Matthias Kind
Laura Strub
Janick De Rosa
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