On our screen: demand for Russian TVs is growing rapidly
Demand for domestic televisions is growing rapidly in Russia, despite the increase in their cost. In the first quarter of 2025, compared to the same period in 2024, sales jumped by about 20-30%, while prices for popular brand models increased by 17-32%, electronics sellers told Izvestia. The product is in demand due to a better adaptation to the Russian audience than foreign ones: they have domestic online cinemas, an Alice voice assistant, and more. Our TVs have taken a significant market share — about 40%, and manufacturers no longer need to actively invest in promotion, in particular by setting low prices, experts explain.
How much have Russian televisions gone up in price
Market participants told Izvestia about the increase in prices for TVs of Russian brands while increasing demand for them. According to the Marvel Distribution company, over the year, that is, from the first quarter of 2024 to January – March 2025, their cost increased by 5-10%. This is, if not the only, then one of the extremely few categories of electronics, the prices of which are going up, said its representative.
— Among the reasons are the exchange rate fluctuations at the beginning of the year, the high key rate, as well as the expansion of the product range. More advanced TV models have become more accessible to a wide range of customers. Now many people prefer to pay a little extra, but buy a TV with better specifications," says a representative of Marvel Distribution.
The company also noted that the reason for the increase in cost was the rise in price of components for these devices on the global market, in particular, LCD screens — this part accounts for up to 80% of the cost of a TV.
Another source in the electronics market notes that prices for TV sets of the most popular Russian brands are rising faster than for other brands of equipment.
— In the first quarter of 2025, the average cost of a TV on the market increased by 9% compared to the same period last year. At the same time, TV devices under the Sber brand immediately rose in price by 32% due to the release of new models in the middle price segment. At Yandex, this figure was 17%, which also reflects the focus on improved performance,— the source told Izvestia.
Russian televisions have managed to gain a significant market share — about 40% in units and are successfully holding it, another source in the electronics market noted. According to the results of the first quarter of 2025, the share of devices amounted to 39.9% in units and 22.1% in revenue, according to the press service of M.Video-El Dorado". Domestic manufacturers maintain a significant presence in the market and continue to actively develop their product lines, they stressed. The average price increased by 12%, from 15.8 thousand to 17.7 thousand rubles, the united retailer added.
At the same time, sales of not only these brands are growing. In general, as the sellers emphasize, the Russian market is dominated by TVs from retailers' own brands (STM), in particular, brands such as HI (M.Video-Eldorado) and Digma. Sales of the Hartens brand (owned by Ozon) increased 1.4 times year-on-year, the marketplace told Izvestia. They also noted that in general, in the first quarter, sales of Russian brand devices increased more than 10 times year-on-year.
Digma confirmed to Izvestia the growth in demand for televisions in the first quarter of 2025. The increase in quantitative indicators shows a twofold increase compared to the same period last year, said Sergey Shevelev, the company's brand manager.
"We attribute this to the completion of the process of updating our TV lines, which was actively conducted last year, as well as the extension of the warranty period for our TVs to two years," he said.
In the first quarter of 2025, sales of new TV devices from Yandex increased by 44%, and in retail - more than doubled, said Pavel Komarov, head of Avito's Electronics and Home Appliances business line. TVs from Sber were bought on sale 37% more often than in the first quarter of 2024, he added.
The press service of SberDevices claims that the share of the brand's TVs reached almost 7% in the first quarter.
"The growth factors include both the significant expansion of distribution channels that we conducted last year and the trend towards the demand for Russian operating systems for Smart TVs," they noted, adding that customers, in particular, are gaining access to generative AI technologies.
This year, the domestic TV market is showing steady growth, the commercial director of Refrigerator told Izvestia.<url>" Alexey Pogudalov.
— Large manufacturers, relying on the development of software and ecosystems, successfully stimulate consumer interest. The recorded demand growth of 25% is a direct consequence of this marketing activity," he said.
According to forecasts, by the end of this year, the market growth will be about 20%, the expert added.
Why are Russians switching to products of domestic TV brands
After the withdrawal of Western brands from the Russian market, demand in the TV segment is redistributed in favor of domestic manufacturers, which are rapidly gaining popularity, Ozon noted. On the one hand, the growth rate is associated with the effect of a low base, on the other hand, with a favorable price—quality ratio and high brand investments in marketing, the company's press service added.
Assembly of LCD TVs at the Kaliningrad factory
The growth in demand for Russian TV is largely due to the promotion of company ecosystems, as well as changes in the streaming services market, said the CEO of Svyaz.ON" by Dagmar Ivanov.
Thus, domestic ecosystem smart TVs and streaming services occupy the niches of foreign online cinemas and old smart TVs, where, first of all, YouTube was watched, she believes. Other players mainly raised prices according to the rate of inflation, Dagmara Ivanova adds.
Prices for televisions of large Russian ecosystem companies are growing both due to the increase in the cost of components on the global market, and due to the fact that, having gained a very significant share in retail, they simply stopped active marketing, that is, selling their devices at discounts - sometimes below cost, said Eldar, a leading analyst at Mobile Research Group. Murtazin. Despite the price increase, people buy them because they are better adapted to the needs of Russian users than their foreign counterparts — they have access to voice assistants, online cinemas, and there is no risk of encountering a sudden blocking of a particular service, he stressed.
Sergey Polovnikov, head of the Content-Review project, does not rule out that the growth in prices and demand for TVs of Russian brands will stabilize in the near future and there will be no sharp fluctuations at least until autumn. The increase in screen size, its characteristics, as well as additional functions leads to the introduction of new models with enhanced capabilities to the market, and, as a result, changes in price characteristics, the expert concluded.
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