📺 Television in the Digital Environment: Grigory Kuzin Presents Media Market Transformation Overview at CSTB 2026

According to the data presented, the industry is entering a phase where IP broadcasting is becoming not just an additional source of reach, but a fully fledged market with multi-billion revenues. The analysis of international experience shows a steady trend of TV migration into the digital environment. In the United States, ad-supported channels already account for 74.2% of total viewing time, while in the United Kingdom there is serious discussion of abandoning traditional terrestrial broadcasting in favor of internet TV by the mid‑2030s. Experts note that the advertising model is not disappearing, but transforming: revenue from personalized advertising among global leaders is growing many times faster than overall profits.

Russian audiences are also actively shifting to TV content consumption via internet platforms: according to Romir data for October 2025, 44% of the country’s residents watch TV content on online video services. This trend is further confirmed by leading market players: for example, according to Kinopoisk, 36% of the service’s subscribers already use it to watch TV channels. Forecasts by J’son & Partners Consulting support the commercial attractiveness of this segment, with advertising revenue for thematic channels expected to reach 35 billion rubles by 2029.

💬 “Advertising is not leaving television – it is becoming targeted, digital and technology‑driven,” Kuzin emphasized.

To build sustainable revenue in the IP environment, broadcasters need to solve a range of technological tasks – from forming an internet stream with ad markers to configuring server‑side or dynamic ad insertion. The Medialogistika platform serves as an integrated infrastructure solution for this full stack, providing technical preparation and stable delivery of OTT streams. It is complemented by the national industrial platform Mediabaza, which provides access to leading playout providers and key AdTech services in Russia, enabling TV channels to rapidly assemble their own monetization models.

💬 In conclusion, Kuzin noted: “We believe that thematic television is entering a new phase – not just distribution on the internet, but systematic advertising monetization. In this framework, the Medialogistika and Mediabaza platforms form the infrastructure backbone that enables channels to move from simple broadcasting to a model of controlled and measurable earnings.”

ℹ️ CSTB.PRO.MEDIA is an authoritative annual forum for analyzing the prospects of the media industry and identifying TV viewing trends. The program covers all aspects of working with video content, from creation and production to delivery and monetization. In 2026, the forum is held in Moscow on 17–18 February.