📺 Nearly every Russian home will have more than one smart TV by 2029
The explosive development of the Smart TV market in Russia was discussed at the "Brand Day 2025" conference. Penetration of such televisions is approaching 100% of households, and advertising expenditures are actively growing.
By the end of 2024, there will be about 54 million Smart TVs in Russia. The audience is getting older: the share of viewers over 45 years old already exceeds 39%. On average, 2–2.5 people are in front of the screen.
The market is actively growing—advertising expenditures are expected to reach up to 30 billion rubles by the end of the year. Vendor CTV (advertising on start screens) shows a growth of 35%.
Smart TV is becoming part of performance marketing thanks to Stable ID technologies (combining data from different devices) and cross-channel solutions.
The main challenge for advertisers remains end-to-end measurement (from impression to business result). Stable ID is expected to standardize measurements.
Haier and Premier confirm that Smart TV ensures deep engagement and is a key promotional channel.
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