👁 TV Viewership in the Regions Is Declining
MediaHills has released a report on TV viewership in Russia’s regions over the first 11 months of 2025, noting an overall drop in reach compared to the previous year.
The average monthly reach of channels on button 21 fell by 1.3% (from 30.7% to 29.4%). On button 22, the decline was 1.4% (from 27.6% to 26.2%). Traditionally, peak reach occurred in January and May.
Top content (button 21):
✔️ News (25%)
✔️ TV series (14%)
✔️ Feature films (13%)
On button 22, news accounts for an even larger share (32%).
On button 21, there was notable growth in sports content (+2.5%) and TV series (+1.2%), while feature films saw the biggest decline (-2.4%).
On button 22, sports also increased (+2%) along with TV series (+1.8%). Meanwhile, the share of educational content decreased (-0.9%), as did news (-0.6%).
The share of sports content on button 21 (9%) is three times higher than on button 22 (3%).
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