Key figures
| Platform | Users (2026) | Time Spent (Avg. min/day) |
|---|---|---|
| 4.2 million | 25 | |
| 3.8 million | 35 | |
| TikTok | 2.9 million | 40 |
| YouTube | 4.8 million | 30 |
Overview
Social media platforms are widely used in Switzerland for staying connected and consuming content. Engagement levels are solid, making them important channels for brand communication and marketing.
Breakdown
- Total Social Media Users (2026): 6.1 million
- Average Daily Time Spent on Social Media: 38 minutes
- Social Media Ad Spend (2026): €3.2 billion
Outlook
The Swiss social media landscape is expected to maintain steady user engagement. Video content and influencer marketing will likely remain key drivers, with potential for increased adoption of social commerce features.
Sources: industry surveys, platform filings, and modeled estimates for 2026