- The SRG distributes its content across at least 150 social media channels.
- This was determined by a recent count.
- Critics argue this deviates from the organization’s public service mandate.
- The SRG uses these channels to reach younger audiences.
Switzerland’s national broadcaster, SRG, is significantly expanding its presence on social media platforms, a move that is drawing scrutiny as the country prepares to vote on a referendum concerning the organization’s funding and remit. While traditionally known for its radio and television broadcasts, SRG has established a substantial online footprint, prompting debate about its core public service obligations.
The proliferation of SRG’s social media channels has grow a key argument for proponents of the referendum, who are advocating for a reduction in the organization’s funding. They contend that SRG should focus on its core public service mission. The debate also extends to concerns from private media outlets, which sense they are competing with SRG’s publicly funded online offerings. SRG and opponents of the initiative, however, maintain that a strong social media presence is essential for reaching younger demographics who are less likely to consume traditional broadcast media.
A recent count revealed that SRG maintains a presence on at least 150 social media channels across multiple languages. This figure, determined in February 2026, represents a shift from previous counts and highlights the broadcaster’s increasing investment in digital platforms. The organization did not provide a comprehensive list of all its online channels.
The list was cross-referenced with data from a previous 2023 investigation to identify any deleted, renamed, or newly added accounts. While this process aimed for completeness, the lack of official data from SRG means the final count may not be exhaustive.
The most significant expansion has been on TikTok, where SRG’s channel count has grown from 12 to at least 21 in the past two and a half years. Conversely, the number of active Facebook channels has decreased substantially, falling from 59 to 39 during the same period. Instagram currently hosts the most SRG channels, with 44 active profiles, a decrease of four since 2023.
SRG has also begun utilizing WhatsApp channels, a relatively fresh feature on the platform, with at least six channels currently active. The organization stated that the reduction in channels across various platforms is part of a broader company strategy and is still underway. According to SRG, the number of employees dedicated to managing social media is not specifically tracked, as these tasks are typically integrated into the responsibilities of editorial teams.
While SRG declined to comment on future plans for new channels, the organization indicated a continued focus on developing its own digital platforms, such as the Play SRF app.
Stefan Lanz works for 20 Minuten since 2021. He is a federal house journalist with many years of experience.
Christina Pirskanen (pir) has been working for 20 Minuten since 2022. She has been deputy head of the Politics department since January 2026.
Taddeo Cerletti (tac) has been working for 20 Minuten since 2021. As a Visual/Photo/Video editor in the News & Society department, he prepares complex data in an understandable way and ensures a modern, user-friendly design.
