📺 TV yields to social media as primary news source
Media consumption in Russia has reached a point of no return. According to a study by TelecomDaily, traditional television is rapidly losing its audience, giving way to social networks and news aggregators.
The share of viewers who rely on TV news has dropped from 59% in 2022 to 46% in 2026. Meanwhile, the popularity of instant messengers, blogs, and social media as primary information sources has climbed from 23% to 31%.
Users are increasingly bypassing media websites. For 13 of the 18 largest publishers, the audience on Dzen is 2.4 times higher than on their own platforms.
The era of direct website visits is fading into history. Consumers now engage with content where it is most convenient—within aggregator feeds and messaging apps. As a result, editorial offices are shifting their focus away from battling for website traffic, instead investing in platform-based brand development and loyal communities.
“The market is in a stage of profound transformation. AI agents can already summarize the day’s main events in seconds, right within your feed,” notes Denis Kuskov, head of TelecomDaily.
Source: Dni Medialogistiki
