In Italian-speaking Ticino, viewers spend more than three hours a day — 182 minutes — in front of the goggle box, according to figures compiled for the first half of the year, independent research institute Mediapulse said on Thursday.
That compares with an average of 2.8 hours a day in America last year, the US Bureau of Labor Statistics reported last month.
In French-speaking Switzerland, residents spent an average of 147 minutes a day — almost two and a half hours — watching the tube, Mediapulse said in a release.
Residents in German-speaking Switzerland watch the least TV — an average of 129 minutes a day, with 66 percent of the population watching TV on any given day.
The audience penetration is 67 percent in Suisse Romande (francophone Switzerland) and 76 percent in Ticino.
The audience for TV has grown in all of the country's linguistic regions, with television remaining one of the favourite leisure time activities of Swiss residents, Mediapulse said.
A growing share of viewers are watching programmes after they were originally broadcast — ten percent of television audience-minutes — a trend that is being pursued to a greater degree by young people, the institute said.
In Suisse Romande 16.8 percent of people aged 15 to 29 watched programmes on a time-delayed basis, Mediapulse said.
Despite the growing use of computers of all forms — from desk tops to tablets — 92 percent of Swiss residents watch television on TV sets, the institute said.