📊 Pay TV Subscribers Grow Slowly, but Bills Rise Fast

Despite pressure from streaming services, traditional television is holding its ground and even increasing revenues.
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Key figures for 2025:

📌 Pay TV penetration: 71% of households (46.7 million connections).
📌 Revenues up 5.6% to 113.9 billion rubles.
📌 Average monthly ARPU rose to 204 rubles (+10 rubles year-on-year), with the sharpest tariff growth seen in cable networks.
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Traditional TV and streaming are not killing each other but entering into a symbiosis. Penetration of paid video services has reached 36% (23.1 million households), and the average family now pays for 3.4 subscriptions. Viewers simply combine familiar TV channels with online premieres.

The main trend is audience migration to IPTV and bundled “internet + TV” offers. Satellite remains indispensable in the regions, while the bulk of subscriber growth is coming from suburbs and smaller towns.