⚖️ The Media Market Has Found a New Balance
By the end of 2025, the Russian media landscape has reached an important turning point.
According to a report by the Rodnaya Rech Group, the era of a sharp decline in TV viewership has come to an end, while interest in online video has begun to wane.
In 2024, TV viewership was declining by 7% annually, but by November 2025 the drop had slowed to 2%. Among young audiences (ages 12–24), growth has even been recorded in some months.
The slowdown of YouTube has become a key driver of audiences returning to television. At the same time, Rutube, despite its growth, still lags behind YouTube’s peak figures by a factor of two.
Total time spent online decreased by 3% (to 4 hours 46 minutes), while time spent watching TV (3 hours 27 minutes) is declining more slowly. The gap between screens is narrowing.
Investment in TV advertising is expected to grow by 10% in 2025. Major players are actively returning to TV, including Wildberries, VTB, and Avito.
The battle for user attention has shifted from online back to the “living room” — high-quality TV content is once again scarce and highly valued.
