Switzerland

Published

June 12, 2025

We collected data from 16 news outlets on TikTok, Instagram and YouTube Shorts:
11 Print , 3 Digital , 2 Public broadcaster .

Overall, these outlets published 996 posts.

The median outlet published 0.9 TikToks, 0.6 Instagram reels, and 0.2 YouTube shorts per day.

Basics

Platform	Active brands	Posts	% of brands	% of posts
TikTok	11	512	61	51
Instagram	16	371	89	37
YouTube Shorts	8	113	44	11

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
20 Minuten	242	169	6	67	13
20 minutes	83	38	42	3	33
24 heures	12	5	5	2	-
Arcinfo	8	-	8	-	-
Blick	62	25	18	19	40
Blue News	58	30	28	-	7
Le Matin	1	-	1	-	-
Le Nouvelliste	19	-	19	-	-
Le Temps	32	12	10	10	4
nau.ch	4	-	4	-	-
NZZ	38	20	17	1	23
RTS News	34	-	24	10	9
SRF News	205	106	99	-	3
Tages Anzeiger	57	28	29	-	7
Tribune de Genève	10	7	2	1	-
Watson	131	72	59	-	2
Switzerland	996	512	371	113	12

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
20 Minuten	26	28	32	16	17
20 minutes	11	23	17	8	14
Arcinfo	47	15	11	15	21
Blick	8	22	11	11	12
Blue News	7	14	8	11	9
Le Nouvelliste	19	14	10	10	11
Le Temps	68	30	15	23	23
NZZ	70	15	21	19	13
RTS News	8	15	12	12	37
SRF News	19	22	21	19	37
Tages Anzeiger	11	17	11	13	24
Tribune de Genève	21	19	14	13	14
Watson	27	15	20	14	17
Switzerland	23	20	20	15	23
Overall	30	24	19	15	16

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
20 Minuten	5	15	7	8	6	4
20 minutes	5	16	12	7	7	5
Arcinfo	6	8	5	9	6	8
Blick	5	7	11	19	5	21
Blue News	3	6	13	7	10	12
Le Nouvelliste	6	5	9	6	13	22
Le Temps	4	5	7	9	5	4
NZZ	3	5	5	6	7	6
RTS News	5	5	11	20	7	9
SRF News	11	9	9	16	11	7
Tages Anzeiger	7	6	10	9	16	4
Tribune de Genève	4	6	6	7	11	5
Watson	12	9	10	10	5	9
Switzerland	8	11	13	12	8	9
Overall	5	7	7	8	7	6

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
20 Minuten	7	14	10	1	10	6	5	2
20 minutes	7	7	15	1	3	2	4	8
Arcinfo	13	6	6	1	3	3	2	3
Blick	4	4	7	1	11	2	5	5
Blue News	7	7	9	9	7	7	1	9
Le Nouvelliste	19	10	8	1	5	4	6	7
Le Temps	11	5	5	1	3	3	2	3
NZZ	4	8	10	1	3	2	5	3
RTS News	8	4	7	1	3	4	1	6
SRF News	12	5	10	1	6	5	4	3
Tages Anzeiger	7	15	12	1	3	2	1	2
Tribune de Genève	22	15	10	1	3	3	2	3
Watson	4	8	10	2	5	4	3	7
Switzerland	8	9	12	2	7	5	4	5
Overall	12	10	8	1	4	3	5	5

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
20 Minuten	45	94	4	51
20 minutes	54	87	4	17
Arcinfo	106	-	-	-
Blick	67	93	7	21
Blue News	30	87	4	17
Le Nouvelliste	103	87	4	17
Le Temps	134	90	4	52
NZZ	76	91	4	13
RTS News	85	92	8	66
SRF News	110	93	4	21
Tages Anzeiger	98	91	4	15
Tribune de Genève	124	-	-	-
Watson	56	95	15	30
Switzerland	73	96	7	33
Overall	80	76	5	24

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
20 Minuten	39	31	12	10
20 minutes	35	31	13	8
Arcinfo	33	32	13	7
Blick	31	29	11	6
Blue News	35	33	12	8
Le Nouvelliste	32	32	14	8
Le Temps	30	36	16	5
NZZ	30	35	14	5
RTS News	34	35	13	7
SRF News	34	31	12	11
Tages Anzeiger	38	32	11	7
Tribune de Genève	33	33	11	6
Watson	34	32	12	10
Switzerland	37	32	12	8
Overall	34	34	14	7

Note: Outlet-level results are empirical Bayes estimates from the respective analyses.