👁 Online Streaming Services Are Blurring the Lines of Traditional TV
The audience of online streaming services in Russia continues to reshape media consumption habits. According to a September study by the Romir research holding (a sample of 1,500 respondents using the GRI methodology), the proportion of Russians who watch video content exclusively via streaming platforms rose by 4 percentage points over the year, reaching 21%.
Despite the rise of a hybrid viewing format, traditional broadcasting holds its ground: 56% of respondents combine online platforms with linear TV.
Here is how audience preferences break down:
- Online platforms only: A typical choice for viewers aged 18–34;
- Hybrid viewing: Preferred by audiences aged 25–55, as well as high-income Russians;
- Linear TV only: Remains the primary choice for viewers aged 56 and older.
The boundaries between formats are dissolving: 40% of respondents use online streaming services to watch traditional television content—a trend most pronounced among young people aged 18–24.
In terms of frequency, linear broadcast TV still leads over digital platforms: 51% of viewers tune in daily, compared to 30% who stream content every day, while 33% access streaming services several times a week.
Genre preferences maintain a classic balance: women are more likely to choose feature films and TV series, men favor sports broadcasts, and viewers over 56 are oriented toward news programming.
Romir analysts highlighted key brand associations that shape audience perception. “Family” emerged as the leading industry value (34%), followed by “reliability” (31%), “appeal” (30%), “creativity” (29%), and “innovation” (29%).
Perception of major market players split distinctly into two categories:
- Family-oriented and reliable: Kinopoisk and Ivi.
- Creative and innovative: Okko (appeal and creativity), Kion (appeal), Wink and Start (creativity), Premier and Netflix (pioneering spirit and innovation).
Experts note that services associated with family values are less likely to be perceived as innovative, and vice versa. As the market reaches saturation, the competitive edge will belong to platforms capable of harmoniously combining both concepts in their positioning.
Source: AdIndex
