YouTube audience in Russia is declining sharply
The VTsIOM analytical center has published the results of a new study on Russian users' interest in video services. According to the data, 95% of internet users regularly watch long horizontal videos on specialized platforms. Currently, VK Video leads the market, chosen by 61% of respondents. Rutube and YouTube figures stand at 49% and 44%, respectively. This is reported by Ixbt.com reports.
VK Video is also ahead in terms of usage frequency: 50% of users access this service at least once a week. On YouTube and Rutube, this figure is 42% and 35%. In terms of brand awareness, VK Video (57%) is in first place, followed by YouTube (52%) and Rutube (50%).
The most interesting aspect of the study is that YouTube leads in audience churn. 43% of users stated they previously used the platform but have now abandoned it. For comparison, audience loss on platforms like VK Video, Rutube, Dzen, and Odnoklassniki remains significantly lower (13-20%).
It is also observed that video services are replacing traditional television: 39% of users watch TV content via the internet. 45% of respondents predict that video services will completely displace television in the future. This survey was conducted in April 2026 among more than 2,000 Russian citizens over the age of 14.
