📉 Digital Restrictions Suppress Media Consumption Levels

According to data from Rodnaya Rech Group, internet usage time in the country contracted by 4% between January and May 2026, dropping during the spring months from 256 to 243 minutes per day. Linear television also lost 5% of its viewing time. Connected TV (Smart TV) emerged as the sole growth segment, with its metrics surging by 14%.

The primary impact was sustained by messaging applications, which are now accessible exclusively via VPNs. Following Roskomnadzor’s blocking of the most popular foreign applications, their respective daily reach plummeted by 43% and 49.3%. Part of this audience migrated to domestic platforms, whose reach expanded by 36.6%.

Beyond the blocks, network activity was further stifled by mobile internet constraints implemented across major metropolitan areas. Industry experts note that a comprehensive replacement for the ecosystems of YouTube and the restricted messaging apps has yet to materialize in the domestic market.

Confined within an “approved digital perimeter,” users are adopting an involuntary digital minimalism, reducing their online frequency. For the advertising market, this trend is translating into rising inflation, escalating costs per contact, and declining conversion rates.