TV Streaming Report 2025
Switzerland
Changes in the television habits of the Swiss population continue in 2025. Already 78 percent use TV streaming services for watching television. More than half can even imagine using TV exclusively via the internet or are already doing so. The three main advantages of TV streaming remain unchanged: time-shifted television, availability on multiple devices, and the ability to watch TV on the go or while traveling.
Method
The report is based on an online survey conducted by YouGov, with 1,021 respondents in Switzerland between January 13 and 20, 2025. The results were weighted to be representative of the Swiss population aged 16 to 69. Zattoo has been conducting this survey annually in Switzerland since 2015.
The report helps identify current trends in internet and TV usage as well as TV streaming and aims to contribute to the discussion on the relevance of streaming television.
TV Streaming Report 2025 for Switzerland
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Internet remains the preferred choice for TV reception
TV reception via the internet will continue to be the most commonly used method in Switzerland in 2025. 61 percent of the Swiss population receive their TV content via the internet – a stable value compared to 2024. Reception via cable (32%) and satellite (10%) also remains almost unchanged. Looking at the main reception method for one's own TV content, it is evident that the shift toward internet-based television continues: around one-third already rely primarily on TV streaming as their main method of reception.
Live TV remains relevant
YouTube continues to be the most used TV and video service on the internet with 65 percent. Traditional live television is now consumed over the internet by 41 percent of Swiss people – an increase compared to previous years. Following this are video-on-demand services (24%) and broadcasters' media libraries (22%). A look into the future is particularly interesting: 81 percent of respondents believe that they will still be watching live TV in five years, about two-thirds of them regularly or occasionally.
Usage on TV devices remains dominant
TV usage continues to shift to the big screen. Over half (53%) of Swiss internet TV users prefer the smart TV for watching television – an increase of four percentage points compared to the previous year and a total increase of 36 percent over the past five years. The smartphone remains the second most popular device for TV streaming at 45 percent. This is followed by laptops and PCs (39%), tablets (28%), streaming devices (20%), and game consoles (12%). The figures confirm the trend that TV streaming services have become firmly established in living rooms.
No change regarding the economic situation
The economic situation continues to affect streaming usage, but the number of cancellations remains stable. 21 percent of respondents stated that they had canceled a streaming subscription for financial reasons in the past year – the same number as the year before. Switching behavior also shows no significant changes: 52 percent of those who canceled switched to a cheaper subscription, while 26 percent switched to a free service.
Interestingly, 26 percent of Swiss people say they deliberately subscribed to a streaming service only for a short period, for example, to watch a specific series, a movie, or a sports event, and then canceled it again. This development shows that flexible and short-term subscription models are becoming increasingly important for many users.
TV Streaming Reports 2025
Results for Germany and Austria
