In Russia
🀄️ A Domino Effect Has Transformed Russia’s Media Market
According to Mediascope, Russia has experienced major audience redistribution over the past year: the time users spent on YouTube dropped by 67% compared to July 2024.
A massive migration of users to other platforms followed:
▪️ Rutube: the largest relative growth — a fourfold increase (+380%);
▪️ VKontakte: user time up by 34%;
▪️ TikTok: time spent up by 35%;
▪️ Telegram: time spent on the platform increased by 8%.
The decline of YouTube triggered a domino effect that reshaped the entire media landscape. Contrary to long-standing predictions, total TV viewing did not decrease in 2025. Among children aged 4–17, it even grew by 7%.
Children’s content confidently entered the top rankings of online streaming services.
Radio listening increased across all age groups, with a particularly strong jump among young audiences (ages 12–24), up 20%.
