Television: Internet remains most important reception channel according to Zattoo report

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