Russians began to spend more time on domestic social media
Almost 60% of the time Russians spend on social media today is spent on domestic services. Ruslan Tagiev, CEO of Mediascope, told about this on June 18 at the session "Everything flows, everything changes: new consumption trends" at the SPIEF.
According to him, Russians spend most of their time on VKontakte, Odnoklassniki, Zen, Rutube, and Telegram.
"We have seen radical changes over the past three years. We see a dramatic increase in the share of VKontakte. We see a noticeable growth of Telegram. We are seeing very noticeable changes in the role of Rutube. And, in total, these services already account for 60% of all online consumption in terms of social media consumption," Tagiyev said.
However, back in 2022, foreign services (TikTok, YouTube and others) occupied about 70% of the share of Russian media consumption in the social media segment, he noted.
Tagiyev also drew attention to how the audience's viewing share in TV series and movies has changed over the past few years. According to him, at one point in time the share of watching Russian TV series was 77%, now it is 97%.
"And in the movies, the situation is very, very similar. On the other hand, we can clearly see what is happening with online cinemas. If we look at the top content that is distributed in online cinemas, we will see a similar situation. The absolute dominance of Russian content," he added.
Earlier, on June 18, Izvestia reported that the SPIEF 2025 assessed the prospects for the development of social networks and online platforms in the Russian Federation. 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".
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