🛍 Smart TVs Spark an Advertising Boom

Experts attribute this trend to a lower cost per impression compared to traditional television, alongside the rapid audience growth of video hosting platforms on the big screen.

According to analysts’ forecasts, by the end of 2026, the Connected TV (CTV) market volume in Russia could expand by another 25% to reach 20 billion rubles, up from 15.5 billion rubles in 2025.

Data from the Launcher agency indicates that the primary growth drivers are companies from e-commerce, the financial sector, FMCG, the automotive industry, and real estate development. Between January and May, their investments in Smart TV ads quadrupled. Gazprom-Media Holding confirms this shift in consumer habits, noting that Rutube’s monthly active audience on Smart TVs has surpassed 20 million users, with the platform’s viewing share on smart devices reaching 45%. Concurrently, VK Video recorded a 62% year-over-year surge in average daily views on Smart TVs in the first quarter of 2026.

Representatives from SberMarketing, NMi Group, and MTS AdTech emphasize that CTV inventory has evolved from an experimental format into a core component of leading brands’ media mixes. The entry barrier here is significantly lower than on national television channels, and price inflation is more moderate—running at 10–15% annually compared to 15–25% for traditional TV.

Elena Baturina, Director of Agency Relations at SberMarketing, and Inna Alekseeva, CEO of PR Partner, point out that due to precise targeting, the cost per impression in CTV is 20–50% more efficient than traditional broadcasting. Given that the number of active smart TVs in the country already exceeds 60 million devices, the format is expected to continue pulling budgets from both the digital segment and linear TV.