On April 23, 2005, the first video was published on YouTube, a 19-second recording at the San Diego Zoo. Today - exactly two decades later - YouTube has grown into a global video platform with billions of users, making it a significant part of the digital cultural and creative industries. In Switzerland, around 6.5 million people use YouTube every month.

The platform has developed continuously - from a place for simple amateur videos to an ecosystem in which content is created at a professional production level. Many creators now work with their own studios and use YouTube not only for entertainment, but also for the distribution of educational and informational content. The spectrum ranges from tutorials and reports to series formats that are comparable to traditional TV productions.

According to Google, YouTube has paid out over 70 billion US dollars to creators worldwide in the past three years. Around three million content producers are currently benefiting from this monetization opportunity - over 500,000 of them have been active for more than ten years.

A dynamic YouTube community has also established itself in Switzerland. More than twenty creators from Switzerland now have over one million subscribers each. At the top of the list Kris8anwhose fashion and beauty content appeals to an international fan base of 7.32 million people. Nicocapone and Swissbeatbox are also among the most subscribed Swiss channels.

In March, YouTube hosted a press event in Zurich as part of its anniversary celebrations. With his camera, m&k editor Beat Hürlimann captured the impressions of the event on site.

• Article with insights on the keynote speech by Pedro Pina
• Article with insights on the keynote speech by Dyana Najdi

According to the report, TV reception via the internet will remain the most widely used reception method in Switzerland in 2025. 61% of the Swiss population will receive their TV program via the internet - a stable figure compared to 2024. Reception via cable (32 %) and satellite (10 %) will also remain almost unchanged. Looking at the main method of receiving their own TV program, it is clear that the shift towards internet-based television is continuing: Around a third already rely mainly on TV streaming as their primary method of reception.

"Our current figures show that internet television in Switzerland has long been more than just a supplement to traditional reception channels," explains Jörg Meyer, Chief Commercial Officer at Zattoo. "Around two thirds already use OTT or IPTV services as their primary solution for TV reception. This contradicts the widespread assumption that Internet TV is primarily used on the move as a short-term alternative for special occasions. Rather, it shows that Internet TV is firmly anchored in everyday life and has become the first choice for many households. This is also shown by Zattoo's data on usage on connected TVs."

Live TV remains relevant

At 65%, YouTube continues to be the most used TV and video service on the internet. Classic live television is now consumed by 41% of Swiss people via the internet - an increase compared to previous years. This is followed by video-on-demand offerings (24 %) and broadcasters' media libraries (22 %). A look into the future is particularly interesting: 81% of respondents believe that they will continue to use live TV in five years' time - around two thirds of them regularly or occasionally.

Use on the TV set remains dominant

TV usage continues to shift to the big screen. Over half (53 %) of Swiss internet TV users prefer smart TV for watching TV - an increase of four percentage points compared to the previous year and 36% overall in the last five years. At 45%, the smartphone is still the second most popular device for TV streaming. This is followed by laptops and PCs (39 %), tablets (28 %), streaming devices (20 %) and games consoles (12 %). The figures confirm the trend that TV streaming services have finally established themselves in the living room.

No change in relation to the economic situation

The economic situation continues to have an impact on streaming usage, but the number of cancellations remains stable. 21% of respondents stated that they had canceled a streaming subscription last year for financial reasons - the same number as in the previous year. According to the report, switching behavior also shows no significant changes: 52% of those who canceled switched to a cheaper subscription, while 26% switched to a free offer.

However, it is interesting to note that 26% of Swiss people state that they have deliberately only taken out a streaming subscription for a short period of time, for example to watch a certain series, movie or sporting event, and then cancel it again afterwards. This trend shows that flexible and short-term subscription models are playing an increasingly important role for many users.

The report is based on an online survey conducted by YouGov, in which 1,021 people in Switzerland took part between January 13 and 20, 2025. The results were weighted and are representative of the Swiss population aged between 16 and 69. Zattoo has been conducting this survey in Switzerland every year since 2015. With the help of the TV streaming report, current developments in internet and television usage as well as in the area of TV streaming can be identified. In this way, Zattoo aims to contribute to the discussion about the importance of TV streaming. The report can be downloaded here be

Samsung Switzerland is continuing the AI Experience Tour in 2025. After the start in Zurich, the company made a stop at the SunIce Festival in St. Moritz and is planning further appearances at events with large audiences, including Fantasy Basel at the end of May.

The Galaxy AI roadshow aims to give visitors an understanding of the many ways in which Samsung's own AI technology can be used in everyday life. Functions such as live translations, smart image editing and creative text support will be on display. Samsung is focusing on a playful format with the support of promoters. The "How Long Can You Hang" challenge was also held in St. Moritz, where participants could win a Galaxy Ring. There was also cash and a Galaxy S25 Ultra to be won at the festival in St. Moritz.

The tour will be accompanied by content creators who will share their experiences with Galaxy AI on site and engage in dialog with the audience. "With the AI Experience Tour 2025, we want to show how much creative power and practical use there is in our Galaxy AI features in a fun, accessible way. Festivals like SunIce offer the perfect environment for this," explains Marketing Director Toni Koller.

The next stop on the tour is Fantasy Basel from May 29 to 31. Further locations are being planned and will be announced at a later date.

The fiduciary platform Findea has given its website Findea.ch a comprehensive relaunch. The new digital experience is technologically based on Webflow and was visually designed and implemented by the agency Ultraperfekt. A special feature of the project was that the entire blog area was automatically translated, revised and reintegrated by integrating the ChatGPT API - without any manual content maintenance.

Linguistically inclusive blog

At the heart of the relaunch was the vision of integrating the formerly external blog directly and multilingually into the new website. Based on 718 German-language articles, an editorial foundation was created that is now accessible in French, Italian, English and German. A total of 2,141 blog articles were automatically translated and integrated. According to Ultraperfekt, this is an "unprecedented use of artificial intelligence in the field of content localization".

AI instead of manual migration

What would traditionally have involved a huge amount of manual work was elegantly solved by the targeted use of ChatGPT technology. Not only translations, but also the generation of missing content, metadata and structured text elements took place automatically - validated by an intelligent checking system that ensured quality. This completely relieved the burden on content managers and significantly accelerated the rollout.

For Findea.ch CMO Mattia Piccoli, the new website is more than just a technical update: "With this project, we are showing how AI does not replace us, but complements us in a meaningful way - by automating repetitive tasks and freeing up creative resources."

Responsible at Ultraperfekt (implementation): Mathieu Cailleaud (Co-Founder and Head of Design & Innovation), Thomas Kendlinger, (Co-Founder and Head of Strategy).

On Cash.ch, for example, the real-time prices of products such as the 20-franc gold vreneli or the 1 ounce gold bar are displayed. The value of these tradable, physical gold products is interesting for both buyers and sellers, explains Philoro CEO Christian Brenner: "While the most common financial platforms only show the price of gold, Cash.ch readers now benefit from real-time information on the prices of common precious metal products." This means that comparisons can now be made with what the house bank is offering, Brenner continues.

"Fixed integrations are a very popular advertising format at Cash.ch," adds Thierry Hansen, Head of Sales Ringier Advertising. "The short distance between the placement and the trade as well as the strong thematic reference make it extremely attractive for both the user and the advertising client."

The prices of the most common physical precious metal products are displayed on Cash.ch in the "Commodities & Precious Metals" section. For example, on the pages showing the prices of gold, silver, platinum and palladium in the various currencies. The product selection rotates and prices are updated every five minutes.

The Zurich-based agency was once again able to prevail against competitors in a public tender process and will continue the mandate for Ewz. BlueGlass has been supporting the energy service provider in the areas of SEO, SEA, UX, analytics, social media and community management since 2021. The collaboration will now be extended for several years.

BlueGlass also won two other pitches: a new website is being developed for "Zermatters", a provider of outdoor experiences in Zermatt. The future platform will be characterized by a close integration of content and commerce as well as improved findability via search engines. BlueGlass is responsible for the concept, screen design and content approach in a multilingual setup. In addition, the agency is supporting Zermatters with an SEO workshop for the independent creation of further content with increased visibility.

Confiserie Sprüngli will also be relying on the expertise of BlueGlass in future. Together with its technical partner Sitewerk, the agency prevailed in a multi-stage selection process. The aim is to further develop the concept for the company's digital presence.

The marketing trade association MMA Germany is now operating under the name MMA DACH. The German chapter of the Mobile Marketing Association is thus expanding its focus to the entire DACH region and is now also active in Switzerland and Austria. The new name goes hand in hand with a comprehensive brand relaunch, which includes a revised logo and a updated website includes.

The MMA sees itself as a cross-industry network for marketing, media and technology experts. The aim is to promote the transfer of knowledge on current developments such as artificial intelligence, data analytics and retail media and to intensify the exchange between companies in the region. The renaming of the "Smarties Award Germany" to the "Smarties DACH Award" in 2024 was the first step towards a regionally expanded focus. Since then, companies from Switzerland and Austria have also been able to apply for the industry award.

Daniel Jäger, Head of Group Media at Deutsche Telekom and Board Director of MMA DACH, comments: "Our new role as MMA DACH takes us to the next level. We are convinced that the members of the MMA will benefit greatly from this expansion due to the even larger network and the associated expanded exchange of experience beyond national borders."

The first opportunity for a personal exchange with representatives of the newly formed association will be at the OMR industry event in Hamburg from May 6 to 7, 2025.

The Lia Rumantscha has launched a long-term collaboration with the Department of Computational Linguistics at the University of Zurich. The aim of the collaboration is to develop a translation program that covers all idioms of Romansh, Rumantsch Grischun and German. Radiotelevisiun Svizra Rumantscha (RTR) launched a tool for translating between Rumantsch Grischun and German back in 2022. The new project now complements this offering with the idioms and will be further developed under the direction of the Lia Rumantscha.

The software should be ready for operation one year after the start of the project. It will be freely accessible via the web and will also be made available for professional use via programming interfaces (APIs). The Lia Rumantscha is responsible for coordinating and providing the linguistic data. The University of Zurich is developing the underlying technology, while RTR is providing support in the form of text material and editorial expertise. This data is used to create a language model that serves as the technical foundation for the translation software.

"Thanks to the long-term collaboration with the University of Zurich, we are at the cutting edge of technology and can continue to create new services for the benefit of the Romansh language in the future," says Markus Solinger, Secretary General of the Lia Rumantscha. "This project represents a concrete step in the implementation of the digital transformation strategy, which is based on close cooperation between Romansh institutions."

Digital transformation is being driven forward

The project arose from the needs of over 20 municipalities and institutions that had articulated their requirements as part of the strategic groundwork. RTR was subsequently involved in the process. "RTR works with the Romansh language on a daily basis, develops it further, regularly creates and translates idiomatic texts and distributes them to a broad audience across language borders," explains Nicolas Pernet, Director of RTR. "As a Rhaeto-Romanic media company, it is important for us to support this project and join forces in Rhaeto-Romanic."

The translation software is part of the strategy for the digital transformation of Romansh published in March 2025. Its aim is to increase the visibility of Romansh in the digital space and thus facilitate its use in everyday life. The projects are coordinated across institutions by Lia Rumantscha, RTR, Fundaziun Medias Rumantschas and Dicziunari Rumantsch Grischun.

"Hurry up, otherwise you'll miss out!" The online shopping platform Temu tried to persuade customers to make a quick purchase with these and similar slogans. This type of marketing, which puts users under artificial time pressure, is considered unfair in Switzerland and is therefore prohibited.

Temu is now apparently also putting an end to this type of sales promotion. At least this is what the online platform has assured the State Secretariat for Economic Affairs (SECO). According to a press release, the State Secretariat for Economic Affairs has been in contact with the Irish-based company Whaleco Technology, which is responsible for Temu in Switzerland. As a result, Whaleco gradually improved the presentation of the online platform in the short term. According to Seco, the following changes are among the most important:

• In the case of discounts or price comparisons, Temu now specifies that the crossed-out reference price is the product price on Temu immediately before the price reduction.
• The seller's name, address and e-mail address are new.
• User activity in the form of a wheel of fortune no longer appears.
• The indication "Almost sold out" is given when the stock level is between 99 and 20 units and is therefore sold out within a few days. Previously, the indication "Almost sold out" was used for stock levels between 199 and 20 units. A control mechanism ensures that the information is used appropriately.
• Temu removes various information that puts customers under time pressure (e.g. "Hurry up! More than x people have this item in their shopping cart!") or reduce time (for example "Lightning offer").
• Temu also removes various statements from marketing emails that put customers under emotional and time pressure (for example, "We regret to inform you", "Hurry up, otherwise you'll miss out", "You have to do something, otherwise your favorite will be sold out").

Retailers see legislators as having a duty

Whaleco has undertaken to maintain these changes, according to Seco. The negotiations with the online platform were conducted by the authority following complaints from Swiss consumer and retailer associations. The Swiss Retail Federation, which presents itself as the "driving force behind the complaint" in its own press release, is delighted with what has been achieved: Temu's officially signed cease-and-desist declaration marks an important first step towards fairer competitive conditions for the Swiss retail trade. All market participants - whether domestic or international - must adhere to the rules of fair competition, explains the organization.

However, local retailers are not yet completely satisfied. For example, Handelsverband.swiss emphasizes that issues relating to price disclosure and unfair competition have been discussed. However, the organization sees a need for clarification in the areas of product liability, product safety and the return and disposal of electronic devices. The relevant legal bases are sometimes inadequate and may need to be adapted.

For the time being, Temu has nothing to fear from Seco. No legal action against Whaleco is imminent, the authority confirms in the press release. However, Seco would take Whaleco to task again in the event of new complaints regarding the fairness of the offer. (René Jaun/dda/swi)

This article first appeared in Netzwoche.

During his time as Head of Marketing/Fundraising at ERF Medien, Mathias Fontana oversaw significant changes such as the conversion of the CRM system, the switch to a digital workplace and the remodeling of the business premises. He made a decisive contribution to the strategic direction and strengthening of the brand presence, the media company writes in a press release.

From July 1, 2025, Christoph Bitter will take over as Head of Marketing / Fundraising at ERF Medien and will thus also become part of the Executive Board. Bitter brings a wealth of experience in both areas. Among other things, as Head of Fundraising at the Salvation Army Switzerland, he was responsible for setting up and successfully developing the marketing department.

In the current campaign, Sir Mary turns sleeping people into the main characters. Four films with different settings carefully and gradually unfold their curiosity - by making it clear, disturbance by disturbance, that nothing can disturb PostFinance customers from their carefree sleep. No matter how loud, wet, intrusive or annoying the surroundings are. The films are played out as classic TV commercials as well as via all digital and social media channels.

Attention-grabbing still and moving image motifs are used on (D)OOH and in digital ads: sleeping people - with open mouths, twisted lips or in curious positions - illustrate the campaign's message in combination with the surprising sleep headlines.

The measures can be seen throughout Switzerland in mid-April on TV, online, on social channels and (D)OOH. Further digital activations and audio spots will follow in the second half of the year.

Responsible at PostFinance: Anna Tschaggelar (Marketing Manager), Florian Grützner (Marketing Manager), Ron Sinoimeri (Marketing Manager). Responsible at Sir Mary: Adrian Merz (Executive Creative Director), Katrin Espelage (Creative Director), Sandro Heierli (Art Director), Torben Cording (Senior Art Director), Sebastian Boucharéb (Senior Copywriter), Tobias Natterer (Copywriter), Florian Maissen (Graphic Designer), Jasmin Jost (Senior Account Manager), Sinah Bucheli (Junior Account Manager), Anna Jakrlin (Digital Strategist), Nicolas Hostettler (Managing Director), Daniel Zuberbühler (Managing Partner). Production: Czar Film (Production): Bart Timmer (Director), Wouter Westendorp (DoP), Florian Nussbaumer (Executive Producer), Sandy Blum (Producer), Nadia Stähelin (Production Assistant), Carlo Eposito (Photo-Producer), Marko Strihic (Editor), Post Office Amsterdam (VFX), Patcharee Sa-ardkitinun (Grading), DubDub (Sound Design & Mix), Ballad (Music), Michel Hoffmanns (Post Producer CZAR), Markus Mueller (Photographer), Tristan Siefert (Moving Stills DoP). Media: Havas Media: Adrian van Velsen (Head of Strategy), Tiziana Arcadi (Senior Account Manager), Lena Rüdisüli (Account Manager); Webrepublic: David Rubeli (Consultant Programmatic Advertising), Michelle Ryf (Consultant Performance Marketing), Nicola Muri (Senior Consultant Performance Marketing), Marlon Bär (Consultant Social Media Marketing, Johannes Ardelt (Consultant Media & Strategy), Vanessa Pinter (Account Director).

As part of the new brand positioning, Planted is moving away from the vegan niche and focusing on a broader target group with the new claim "Approved by Meat Lovers". Instead of focusing on abstinence, Planted emphasizes the genuine enjoyment of meat. The products, which remain entirely plant-based, are aimed at anyone who loves the taste of meat but is looking for a sustainable and healthier alternative. "Our aim is not to demonize meat, but to motivate conscious consumption with our delicious products. Anyone who has never tried Planted will be surprised at how good it tastes - just like Chrigu Stucki, for example, we want to win over other meat lovers," explains Planted co-founder Pascal Bieri.

An ambassador with a passion for meat

The former wrestling king is accompanying Planted as an ambassador in the implementation of this strategy. His genuine nature and his love of hearty food make him an "ideal, credible brand ambassador", according to the company.

Stucki has been dealing with the issue of sustainability for some time and is trying to optimize his diet at the same time. In the process, he has discovered plant-based proteins from Planted as a useful supplement. "I tried the planted.steak, for example, and was genuinely surprised at how good it tastes. Thanks to the natural list of ingredients and the good nutritional values, it's not a compromise for me, but a great choice," says Stucki.

With this partnership, Planted wants to show that its products are not just for vegans or vegetarians, but also for meat lovers.

DACH barbecue campaign at the start of the barbecue season

To kick off the new positioning "Approved by meat lovers", Planted launches a commercial that heralds the barbecue season: wrestling king Christian Stucki stands at the barbecue, Planted.steak on the grill, and says: "I'm not a vegan..." - But what begins as a classic barbecue quickly turns into an explosive BBQ - with alpacas.

With the commercial, Planted is focusing on maximum visibility throughout the DACH region with a large-scale TV campaign.

The first commercials can be seen since Monday on ProSiebenSat.1 channels and the streaming platform Joyn in Germany and Austria. The video clip will also appear on various digital media and streaming platforms in Switzerland.

Responsible at Planted: Sampo Lenzi (Global Brand & Creative Director), Joanna Lazar (CMO), Freddy Dreier (Concept & Copywriting), Cagdas Cakmaktas (Creative Lead), Florence Gubler (Head of Channel & Media), Sidonia Egli (Head of Marketing CH), Victoria André (Head of Marketing DE/AT), Christin Monville (Head of Product & Portfolio Management), Giuliana Pastore (Lead Digital Marketing), Sara Stulz (Digital Marketing Manager), Lucy White (Consumer Insights), Sofia Carvalho (Digital Marketing Manager), Lea Schwegler (Social Media Content), Laura Graf (Polygraf), Luca Sorrentino (UX); François Poulain (Culinary Lead), Pirmin Kaspar (Culinary Expert), Gioele Fiorin (Culinary Developer). Production: Studio Nord, Director: Nadja von Burg & Valentin Kathriner, DoP: Valentin Kathriner.