The Swiss Entertainment and Media Outlook presents 5-year annual historical data and forecasts for the next five years across eleven industry segments, plus an annually adapted deep-dive into a hot topic and a special focus report on current media trends. In each segment of the outlook we share our point of view on the Swiss entertainment and media market and offer detailed commentaries on the major developments in the coming years.

Besides the in-depth analyses offered in the segment chapters, the premium access to this publication also contains additional information and more elaborate data, the opportunity to create custom made data selections and diagrams and to export chapters, data and diagrams to Excel and/or PDF formats.

Historical information

Historical information is obtained principally from confidential and proprietary sources. In instances where third-party sources are consulted and their information is used directly – from such sources as government agencies, trade associations, or related entities that seek to have their data disseminated in the public domain – the sources of such information are explicitly cited. In instances where the information is used indirectly, as part of the calculus for the historical data, the sources are proprietary. In instances where no reliable historical data can be obtained, assumptions are made based on industry expert judgment.

Forecast information

Recent trends in industry performance are analysed, and the factors underlying those trends are identified. The factors considered are economic, demographic, technological, institutional, behavioural, competitive, and other drivers that may affect each of the entertainment and media markets. Models are then developed to quantify the impact of each factor on industry spending. A forecast scenario for each causative factor is then created, and the contribution of each factor on a prospective basis is identified. These proprietary mathematical models and analytic algorithms are used in the process to provide an initial array of prospective values. Our professional expertise and institutional knowledge are then applied to review and adjust those values if required. The entire process is then examined for internal consistency and transparency vis-à-vis prevailing industry wisdom. Forecasts for 2017–2021 are also based on an analysis of the dynamics of each segment in Western Europe and on the factors that affect those dynamics. We provide compound annual growth rates (CAGRs) that cover the 2016–2021 period. In the calculation of CAGRs, 2016 is the beginning year, with five growth years during the forecast period: 2017, 2018, 2019, 2020 and 2021. The end year is 2021. The formula is: CAGR = 100*((Value in 2021/Value in 2016)^(1/5)–1)

How we report the data in each chapter

Segment spending consists of advertising and end-user spending related directly to entertainment and media content. The introduction to each chapter begins with a definition of the spending streams that are included in that segment. We do not include spending on hardware or on services that may be needed to access content. End-user spending is counted at the consumer or end-user level – not at the wholesale level – and includes retail markups when applicable. Advertising spending is measured net of agency commissions, where possible. In addition to annual spending figures, we also present data that is measured at a single point in time, such as TV subscriptions, Internet subscriptions, mobile subscriptions, and newspaper unit circulation. In those instances, we show annual averages rather than year-end totals because annual averages more accurately connect the impact of those figures to annual spending. Furthermore, the comparison of Swiss advertising and consumer spendings to Western Europe should represent some of the relevant insights into the respective media segment, but is not to be considered terminatory. Detailed information about developments and revenue streams in the Western European market can be found in the Global Entertainment and Media Outlook 2017-2021.


The rounding of revenues, especially in the lower million range, may lead to variations in the calculation of CAGRs and individual totals.


Across all chapters, figures are reported in nominal terms reflecting actual spending transactions and therefore include the effects of inflation.

Exchange rates

All figures are presented in Swiss francs based on the average 2016 exchange rate held constant for each historical year and forecast year. This means the figures reflect industry trends and are not distorted by fluctuations in international exchange rates. However, when comparing the different European markets, the effect of the strong Swiss franc comes into effect. The exchange rates used for the individual countries in Western Europe are depicted in the corresponding table.

Exchange Rate
Austria 1.09

Belgium 1.09
Denmark 14.64
Finland 1.09
France 1.09
Germany 1.09
Greece 1.09
Ireland 1.09
Italy 1.09
Netherlands 1.09
Norway 11.73
Portugal 1.09
Spain 1.09
Sweden 11.52
United Kingdom 1.33
United States of America 0.99

Nominal GDP growth

The chart below shows historical and projected growth rates for nominal GDP in Switzerland, based on the averages of available forecasts per year. As all revenues are quoted as current prices we refer to nominal GDP throughout our publication.

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Use of outlook data

This document is provided by PricewaterhouseCoopers for general guidance only and does not constitute the provision of legal advice, accounting services, investment advice, or professional consulting of any kind. The information provided herein should not be used as a substitute for consultation with professional tax, accounting, legal, or other competent advisers. Before making any decision or taking any action, you should consult a professional adviser who has been provided with all pertinent facts relevant to your particular situation.

The information is provided as is, with no assurance or guarantee of completeness, accuracy, or timeliness of the information and without warranty of any kind, express or implied, including but not limited to warranties of performance, merchantability, and fitness for a particular purpose. Outlook content must not be excerpted, used or presented in any portion that would render it misleading in any manner or that fails to provide sufficient context.

Permission to cite

No part of this publication may be excerpted, reproduced, stored in a retrieval system, or distributed or transmitted in any form or by any means – including electronic, mechanical, photocopying, recording, or scanning – without the prior written permission of PricewaterhouseCoopers. Requests should be submitted in writing to Bogdan Sutter at bogdan.sutter@ch.pwc.com outlining the excerpts you wish to use along with a draft copy of the full report that the excerpts will appear in. Provision of this information is necessary for every citation request to enable PricewaterhouseCoopers to assess the context in which the excerpts are being presented. Without limiting the foregoing, you may not use excerpts from the publication in financial prospectus documents, public offerings, private placement memoranda, filings with the US Securities and Exchange Commission, annual reports, or similar financial, investment, or regulatory documents.