Wie SRF Virus die TikTok-Gen-Z erreicht

Redefining Public Broadcasting: How SRF Virus Conquered TikTok and Connected with Gen Z

In an era where traditional media channels struggle to hold the attention of younger demographics, public service broadcasters face a unique challenge: How do you stay relevant to audiences who have largely abandoned linear TV and radio?

For Schweizer Radio und Fernsehen (SRF), the answer came in the form of a pioneering digital-first youth brand: SRF Virus. By pivoting away from conventional broadcasting and embedding itself deeply into platforms like TikTok, SRF Virus has transformed how public media communicates with teenagers and young adults aged 18 to 30.

The Pivot to Digital-First Media

Originally launched as a youth radio station, SRF Virus underwent a radical reinvention to adapt to changing media consumption habits. Recognizing that its target demographic spends the vast majority of their screen time scrolling through social feeds, the brand transitioned from a traditional audio broadcaster into a dynamic, cross-platform digital creator.