At SPIEF 2025, the prospects for the development of social networks and online platforms in the Russian Federation were assessed

The global challenges faced by Russian media today have become one of the key topics of the St. Petersburg International Economic Forum in 2025 (SPIEF-2025). On June 18, relevant experts discussed how to win a new audience at a separate session "National online platforms in the era of digital Transformation: global challenges and prospects."

Svetlana Balanova, General Director of the National Media Group (NMG), noted that it is now very important to experiment with different formats and not ignore the fact that the younger generation is characterized by fast "clip thinking".

"We may get annoyed that young people have clip-based thinking and want to watch short content. The experiment was very important to me. We shot a special series for VK — "Our garage". Initially, it was planned to show it immediately on the online platform. Short episodes of 12-15 minutes each," she said.

Balanova noted that the experiment was successful. This can be seen from the ratings received at the end of the project screening.

"I think we released the last episodes last week. And we have already received indicators: both in terms of inspections and engagement, they are 30-40% higher than market benchmarks," she stressed.

Based on these data, it can be concluded that in the future the "battle" of online platforms will take place precisely in the field of content, says the CEO of NMG.

A national messenger with public services will be created in Russia. What you need to know

The International Economic Forum (SPIEF-2025) began in St. Petersburg on June 18. The business cards of the countries and the exhibition pavilions immediately attracted the attention of the guests, the Izvestia correspondent said. The theme of the 28th summit is "Shared values are the foundation for growth in a multipolar world." The Forum runs from 18 to 21 June.