▶️ The Media Market Has Shifted from a Race for Reach to a Battle for Trust
According to experts from the Russian media industry, 2025 has cemented the transition to a phase of “managed efficiency.”
Against the backdrop of high media inflation and fragmented attention, the focus has shifted from acquiring new users to retaining existing ones within ecosystems.
🔅The retail media segment grew by 50% to 570 billion rubles. Purchase data has become more effective than traditional advertising.
🔅71% of companies have adopted generative AI. Neural networks are now not only creating content but also optimizing budgets in real time.
🔅After a decline, TV viewership has stabilized, and investment in television grew by 20% (to 263 billion rubles). Businesses value TV for its predictable reach (90–95%) and trust.
🔅YouTube lost 67% of user time, while Rutube grew fourfold and VK increased by 34%.
🔅The key outcome of the year was the victory of the “attention economy”: those who win are the ones offering seamless experiences, personalization, and honest communication.
In Russia