A comparison of 25 streaming services in Switzerland shows: Netflix and Spotify have increased massively among users. Ten percent share the Netflix account with friends.
Over eight out of ten Swiss use streaming services. This is the conclusion of a survey of 1500 people, which was carried out on behalf of the Internet comparison service Moneyland.ch. There is no end in sight to growth: “The corona crisis should further intensify this streaming trend,” explains Ralf Beyeler, telecom expert at Moneyland.ch.
The most used in this country is YouTube. Around 65 percent of the Swiss stream content via the Google platform. The majority use the free offer. Only three percent of the population has subscribed to YouTube. Around 83 percent of 19- to 25-year-olds watch clips on YouTube. In the age group of 50 to 74-year-olds, only every second person uses the platform.
The US provider Netflix has achieved significant growth. In 2018, 20 percent of respondents said they used the service. Today there are more than twice as many. This makes Netflix the most popular streaming service in Switzerland after YouTube. Around a third of the population said they would pay for Netflix. One in ten said they used the service free of charge through a friend.
Netflix takes it easy: “We love it when people share Netflix,” said Reed Hastings, CEO of the platform, in 2016. Passing on passwords has been a topic that has been discussed in the streaming industry for some time. To date, many providers tolerate the sharing of accounts, but this could change in the future. For example, when the number of new users stagnates and the pressure from investors increases.
Top dog Spotify
Spotify has also grown significantly in Switzerland in the past two years. In April 2018, only one in five people use the music streaming service, now 35 percent. More than one in three in Switzerland listens to music with Spotify.
Spotify is particularly popular with boys: 68 percent of 18- to 25-year-olds listen to Spotify, 41 to 26 to 49-year-olds and 15 percent to 50- to 74-year-olds.
City dwellers stream more often
Streaming usage also depends on age. For the young respondents between the ages of 18 and 25, practically everyone uses at least one streaming service. 99 percent of 18- to 25-year-olds use at least one music or video streaming service.
Townspeople stream more frequently than the rural population. For example, 46 percent of city dwellers use Netflix, compared to 39 percent in rural areas. Women and men use streaming services equally often. There are no major differences in streaming behavior between German-speaking Switzerland and French-speaking Switzerland.
Smaller ones have a hard time
The three big ones – Youtube, Netflix and Spotify – dominate the Swiss market. Less popular offers, including offers from the major Internet groups from Apple, Google and Amazon, have so far not managed to position themselves correctly in the Swiss market, Moneyland.ch writes about the survey.
«When choosing the video streaming services, it depends on the content. The decisive factor is which films and series are offered, »says Ralf Beyeler. Netflix currently has about six times more users in Switzerland than Amazon Prime Video and even 15 times more users than Sky Show. “The exciting question is whether Disney + will be able to win more Swiss customers in the next few years,” says Ralf Beyeler.