💸 Rutube Reports Surge in Advertising Revenue

According to official data, the platform’s advertising revenue skyrocketed by 250% year-over-year, while the average advertiser spend demonstrated a 270% increase.

Beyond financial success, the video service recorded exponential improvements in Brand Lift metrics across integrated campaigns:

• Ad Recall surged by 100%;
• Brand Awareness increased by 157%;
• Purchase Intent jumped by 193%.

The company emphasizes that this rapid momentum confirms Rutube’s maturity as an effective advertising vehicle, capable of delivering on both brand equity and performance-driven goals for major enterprises.

“The growth in ad revenue is driven by the expansion of available ad inventory, the continued evolution of Smart TV formats, and enhanced placement efficiency. The results achieved in the first half of the year reflect established trust from advertisers and significant brand interest in Rutube’s promotional capabilities. We plan to maintain this positive trajectory and will continue to expand our advertising tools based on a unified technology stack, alongside developing our own proprietary AdTech solutions and AI products,” commented Sergey Stamboltsyan, CEO of GPM Projects.

The video platform’s strategic bet on the big-screen ecosystem (Connected TV / Smart TV) has fully paid off. Brands are increasingly viewing high-quality streaming engagement on domestic platforms as a viable alternative to departed global players.

Rutube’s performance correlates with broader trends across the domestic interactive advertising market. According to the Interactive Advertising Bureau (IAB) Russia / ARIR, the total volume of the internet promotion market increased by 28% by the end of 2025, reaching 1.569 trillion rubles. Despite a natural deceleration in growth rates—following a 53% surge in 2024—the industry maintains double-digit momentum.

While the eRetail Media segment led the market (580 billion rubles, +58%), media and branding formats demonstrated strong resilience. The branding advertising segment grew by 33% in 2025 to reach 161.9 billion rubles, with video advertising accounting for 39.3 billion rubles (+24%) of that total. Industry experts confirm that video formats remain an indispensable tool for long-term brand building.

Simultaneously, businesses continue to reallocate investments in favor of digital channels. According to the Digital Advertisers Barometer industry study (conducted by ARIR in partnership with Data Insight), the share of interactive tools within overall corporate marketing budgets reached 56% in 2025, up from 40% in 2022.

The expansion of Rutube’s commercial capabilities, the creation of an independent technology stack, and the deployment of AI-powered targeting algorithms position the video service to effectively monetize this sweeping shift of ad spend toward national digital ecosystems.