📺 Hybrid Model Saves Russian Television

While linear channels are losing their monopoly on evening attention, they are evolving into flexible media ecosystems.

Research from Mediascope and the consulting firm Vanta Group confirms that over 90% of Russia’s population still tunes in to linear broadcasting at least once a month. However, the consumption format itself has fundamentally shifted. Smart TVs have become the primary gateway to the web, while TV viewing is increasingly moving to portable devices like tablets and smartphones. The key trends reshaping the domestic media market are driven by changing viewer habits.

The Erosion of Prime Time and Background Viewing

Rigid broadcast schedules are giving way to situational consumption. For the 35+ demographic, traditional evening prime time retains its value as a centerpiece of family leisure, but for more active groups, it is fragmenting into pieces. Evening broadcasts turn into audio podcasts on the commute home, while movies and TV shows are increasingly watched as background noise alongside household chores. As a result, high-end visual effects are losing their primacy in retaining viewer attention.

Explosive Growth of Micro-Dramas and Multi-Screening

Younger generations (Gen Z and Gen Alpha) are driving demand for fast pacing and dense storylines. The habit of multi-screening, watching videos at 1.5x–2x speed, and constantly switching focus has sparked a boom in short-form vertical content. In 2025, the audience for micro-drama services in Russia quadrupled. Experts note that this is not an “attention deficit,” but the formation of a new consumption mode: short formats fill quick breaks throughout the day without replacing a two-hour movie in the evening.

Betting on Domestic Series

Dramas remain the undisputed flagship across both linear TV and online streaming services, where Russian-produced series account for up to 77% of content. Audience interest has shifted toward local themes—everyday life, careers, sports, and self-realization. Meanwhile, Millennials (30+) remain the hardest audience to retain, having grown up on Hollywood releases and now experiencing a shortage of familiar genre content.

Hybrid Ecosystems and Shifting KPIs

Although the legal streaming market reached 178.2 billion rubles in 2025 (+45%), the industry is approaching saturation. The first half of 2026 saw a modest 4% uptick in piracy, linked to censorship restrictions and targeted pressure on content availability. Major TV networks and video platforms are pivoting away from chasing raw subscriber growth, refocusing on audience retention.

Hybrid models are coming out on top: premiering shows online before airing them on linear TV, leveraging Telegram and short-form social videos as top-of-funnel marketing, and fostering synergy between Smart TVs and mobile services.