Sales of local TVs in Russia surge: Sber takes the lead
The popularity of local brands in the Russian TV market has increased significantly. According to the results of the first quarter of 2026, the share of local labels reached a record 31.5% in volume and 22.7% in monetary terms. In the first three months of the year, consumers purchased nearly 630,000 devices from local manufacturers, spending 13.2 billion rubles. This is reported by Ixbt.com reports.
In total, nearly 2 million TVs were sold in Russia, which is 10% more than last year's figures. However, buyers have shifted to a cost-saving mode: the market grew by only 1% in monetary terms, while the average check dropped by 8% to 29,000 rubles. The main driver of the import substitution process was Smart TV devices with built-in voice assistants and smart home functions.
In this segment, Sberbank leads with its Salyut TV platform. In the first quarter, Sber increased its share to 8.3% in volume and 6.3% in monetary terms. Its main competitor, Yandex, with its YaOS operating system, captured a 3.4% share in volume and 4.8% in monetary terms.
Changes are also observed in the private label segment of major retailers. The Hi brand, owned by the M.Video chain, strengthened its position, reaching a 4.4% sales share. At the same time, the popularity of the Dexp brand from the DNS chain has almost halved. New players are also appearing in the market: 3Logic Group introduced budget TVs under the Raskat brand, and Rostelecom unveiled the Aurora TV operating system.
