📺 Streaming Revenues Surpass Pay-TV for the First Time in Russia

The boundaries between traditional linear broadcasting and digital platforms have definitively blurred, forging a unified content landscape in Russia.

The primary technological milestone of the year is the absolute dominance of Smart TV as the central screen for media consumption. The penetration rate of connected smart TVs nationwide has surged to 63%, while the average number of such devices per household has reached 1.34. Concurrently, the revenues of legitimate video services reached 220 billion rubles, surpassing the total revenue of the pay-TV market (183.8 billion rubles) for the first time in history.

OTT Closes the Gap with Satellite

The cumulative subscriber base of pay-TV totaled 61.1 million users at the end of 2025. Despite the stability of the aggregate figures, a tectonic shift toward internet-based technologies is underway within the industry. The market breakdown by signal delivery method stands as follows:

• Satellite TV: 37.2%
• IPTV: 21.9%
• Cable TV: 20.6%
• OTT Services: 20.3%

The OTT segment has emerged as the core and fastest-growing broadcasting technology. The top three players by subscriber volume are Rostelecom (32.5%), MTS (25.4%), and Tricolor (20.2%). The remaining market shares are distributed more modestly: ER-Telecom holds 6.4%, Orion accounts for 3.4%, VimpelCom stands at 3.2%, and NTV-Plus captures 1.2%. Other regional and minor operators account for the remaining 7.8%.

The sector’s financial metrics demonstrate moderate growth, driven by tariff indexation. ARPU reached 222 rubles per month, marking an 8% increase year-over-year, with a target benchmark of 238 rubles set for 2026. Out of the segment’s 183.8 billion rubles in total revenue, the lion’s share—165.4 billion rubles—came from direct user payments. Concurrently, 452 thematic television channels continue to broadcast in Russia (comprising 376 pay channels and 76 free-to-air channels).

The Era of Streaming, Exclusives, and Optimization

The legitimate video services market demonstrated a powerful surge, generating 220 billion rubles over the year. This expansion was driven by both subscriber acquisition and systematic subscription price increases, with industry experts identifying the 500-ruble mark as the psychological threshold for the mass consumer.

J’son & Partners analysts highlight three defining content trends:

• Proprietary Operator Channels: To retain audiences within their digital ecosystems, providers have begun launching exclusive cable and digital channels on a large scale. Tricolor has emerged as the absolute frontrunner in this space, having established 49 of its own proprietary broadcasting projects.
• Library Stabilization: The largest online cinemas (Kinopoisk, Wink, Okko, and Ivi) have halted the race for endless catalog volume. A phase of optimization is taking place: streaming libraries have stabilized within an optimal range of 8,000 to 11,000 titles, prioritizing content quality and user engagement.
• Deep Synergy: The boundaries between traditional broadcasters and OTT platforms are dissolving. Direct partnerships, co-production of streaming originals, and synchronized advertising strategies have become mandatory prerequisites for survival for all media market players.