behavioral economics based approach to ancillary copyright:

The value of journalistic content for the Google search engine in Switzerland

About the study

The most important results at a glance

Media content has economic value for Google

Media content gives Google added value that enriches the user experience and keeps users in the Google ecosystem. According to the study, Google search with media content is 16% more valuable than without it – a significant difference that shows the stabilizing influence of media in the digital environment.

On the basis of market analyses, a value contribution of at least 154 million francs was determined, which Swiss media make annually for the Google ecosystem. This sum is based on the market volume of search engine advertising and the significant contribution of the media to a positive search experience. An ancillary copyright would ensure that media are involved in this value.

Regulatory change is needed

The study points to a significant imbalance: While Google benefits from media content, only a small part of the traffic flows back to the media houses. A fair balance is necessary to ensure the independence and sustainability of journalistic media and to strengthen democratic discourse in Switzerland.

This study was carried out by FehrAdvice & Partners AG, an independent research and consulting company, on behalf of the publishers’ association SCHWEIZER MEDIEN. The study was scientifically accompanied by Ernst Fehr, Professor of Microeconomics and Experimental Economics at the University of Zurich and Stefano Brusoni, Professor of Technology and Innovation Management at the ETH Zurich. The field period ran from January 26 to February 8, 2023 with 1,573 respondents in Switzerland, representative in terms of gender, age (18-64) and region of German and French-speaking Switzerland.