👁🗨 The Experience Economy vs. Viewer Habits
The Russian online video market continues its transformation, with the key competition between domestic and foreign platforms shifting from basic availability to the realm of viewer experience.
Despite technical limitations and the rapid growth of import-substituting services, YouTube remains the primary driver of video consumption in Russia.
According to industry research, in the first half of 2026, the average daily viewing time per user grew by 6%. The foreign platform played a decisive role here: without YouTube, this metric would have shown a 5% decline.
A direct comparison of audience metrics between Russian and foreign services remains difficult. As Maria Shcherbal, CEO of Vanta Group, pointed out, platforms employ fundamentally different calculation methodologies—specifically regarding embedded players and access depth. Consequently, analysts suggest focusing on the structure and dynamics of viewer interest rather than raw reach figures.
Within the framework of the experience economy, audience retention becomes the crucial factor. Viewers stick to a specific platform not because of the delivery channel itself, but due to personally meaningful content and habits formed over the years. According to the Vanta Group expert, domestic services such as Rutube and VK Video are demonstrating isolated pockets of growth; however, a large-scale shift requires time and systematic work with creators whom audiences trust.
The ad integration landscape also reflects this period of adaptation. In the experience economy, traditional direct advertising is giving way to native formats, brand integrations, and co-creation with bloggers. Brands maintain a presence where creators have built the strongest emotional connection with their followers.
According to expert estimates, YouTube accounts for 30% to 45% of the influencer marketing segment, with advertising budgets on the platform estimated at 20–27 billion rubles. Advertisers are proceeding with caution:
- Maintaining working channels: Continuing placements on the foreign platform as part of the adjustment period;
- Restructuring the media mix: Gradually diversifying budgets and testing new formats on alternative platforms;
- Exploring alternatives: Analyzing the specifics of audience engagement on Russian services.
Should regulatory restrictions take full effect, the market will need to revise a significant portion of current ad spend. For now, however, advertisers prefer a phased approach, balancing reach against risk management.
Source: Telesputnik
