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VK Video Leads Russian Video Service Preferences in VCIOM Survey
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Briefly Editorial Team

VK Video Leads Russian Video Service Preferences in VCIOM Survey

TL;DR

  • •61% of Russians prefer VK Video for long-form content
  • •YouTube loses 43% of its audience, while VK Video grows
  • •39% of users replace TV with video services

Why it matters

The findings reflect shifting consumer behavior in the digital age, where local platforms compete with global giants. This impacts media company strategies and digital content regulation.

Key Survey Findings

VCIOM's research center published a comprehensive analysis of Russian users' preferences for video services. According to the data, 95% of internet users regularly watch long horizontal videos on specialized platforms. VK Video leads with 61% user preference, surpassing YouTube (44%) and Rutube (49%).

Platform Comparison and User Behavior

VK Video's usage frequency is higher: 50% of users watch content weekly or more. YouTube and Rutube lag at 42% and 35% respectively. Brand awareness also favors VK Video — 57% of users recognize it, compared to 52% for YouTube and 50% for Rutube.

Notably, YouTube leads in audience attrition: 43% of former users no longer engage with the platform. Switching from other major platforms (VK Video, Rutube, Zen, OK) is less significant (13-20%).

Impact on Traditional Television

Video services gradually replace traditional TV: 39% of users consume TV content online. Opinions are divided: 45% accept complete TV replacement, while 44% disagree. Among TV-only viewers, 30% believe video services could displace traditional TV.

Context and Background

The online survey was conducted in April 2026, involving over 2,000 Russians aged 14+. Results reflect the rise of local platforms amid global restrictions and digital dependency. This underscores the need for media companies to adapt to evolving consumer habits.