You are here

Russian Newspapers on the YouTube Platform: Interaction Experience

Научные исследования: 


For citation: Kruglova L.A. (2020) Rossijskie gazety na platforme YouTube: opyt vzaimodejstvija [Russian Newspapers on the YouTube Platform: Interaction Experience]. Mediaskop3. Available at:

DOI: 10.30547/mediascope.3.2020.5


@ Ljudmila A. Kruglova

PhD in Philology, Associate Professor at the Chair of television and Radio Broadcasting, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia),



Research and media circles often talk about the death of newspapers. However, there are examples in the world and in Russia when progressive print media leaders managed to survive in the digital space. In our country, Internet users are most in demand with YouTube. Therefore, one of the stages of a comprehensive study of the transformation of the audiovisual environment on the Internet, which is carried out by the Department of Television and Radio Broadcasting of the Faculty of Journalism of Moscow State University, was an analysis of the activities of the top-rated print publications on the YouTube platform in the fall of 2019. Fifteen Russian newspapers were selected whose YouTube accounts were analyzed in terms of quality of content, number of subscribers, channel activity, most popular video, audience activity, monetization and timing of video materials. The results of the study indicate the activity of newspapers and their audience on the YouTube site, but traditional media have little understanding of the processes taking place in the digital space. It can be seen from the study that short-lived, easy-to-use, touching, warmly patriotic, surprising, confusing, or frightening stories (where monetization is usually turned off) are in demand among newspaper accounts of audiences.

Keywords: newspapers, video content, YouTube, audience behavior, video consumption.



Grigor'ev V.V. (ed.) (2019) Rossijskaja periodicheskaja pechat': sostojanie, tendencii i perspektivy razvitija. Otraslevoj doklad Federal'nogo agentstva po pechati i massovym kommunikacijam [Russian Periodical Press: State, Trends and Development Perspectives. Departmental report of the Federal Press and Mass Communications Agency]. Moscow. P. 7.

Issledovanie GfK: Proniknovenie Interneta v Rossii [GfK Research: Internet Connectivity in Russia]. Available at: (aссessed: 15.01.2019).

Itogi goda MIC «IZVESTIJa» [Results of the Year of the YIC ‘IZVESTIA’]. Available at: (aссessed: 27.12.2019).

Konvergencija: kto budet zhit' teper' po-novomu?  [Convergence: Who Is Going to Live the New Way?]. Available at: (aссessed: 17.12.2019).

Media Consumption Forecasts 2019. Available at: (aссessed: 20.12.2019).

Oficial'nyj YouTube akkaunt gazety «Komsomol'skaja pravda» [Official YouTube Account of the Newspaper ‘Komsomol`skaya Pravda’]. Available at: (aссessed: 13.12.2019).

Oficial'nyj YouTube akkaunt «MK-TV» [Official YouTube Account of ‘MK-TV’]. Available at: (aссessed: 14.12.2019).

Oficial'nyj YouTube akkaunt «Novoj gazety» [Official YouTube account of ‘Novaya Gazeta’]. Available at: (aссessed: 14.12.2019).

Oficial'nyj YouTube akkaunt RBK [Official YouTube Account of RBC]. Available at: (aссessed: 13.12.2019).

Oficial'nyj YouTube akkaunt «AiF» [Official YouTube Account of ‘AiF’]. Available at:  (aссessed: 14.12.2019).

Pojut, no ne tancujut [They Sing but Don`t Dance]. Available at: (aссessed: 07.03.2019).

Rejting citiruemyh gazet − nojabr' 2019 [The Rating of the Cited Papers − November 2019]. Available at: © Медиалогия (aссessed: 20.12.2019).

Reuters Institute Digital News Report. Available at:  (aссessed: 05.12.2019).

Rossijane stali men'she smotret' televizor i chitat' gazety, pokazal opros.[Russian Began to Watch Less TV and Read Newspapers, the Survey Showed]. RIA Novosti. Available at: (aссessed: 19.09.2019).

Rynok pressy: izdanija vyzhivajut za schet onlajna [Press Market: Outlets Survive Driven by Online]. Available at: (aссessed: 19.12.2019).

Rynok pressy 2019: pechatnye izdanija vyzhivajut za schet onlajna [Press Market 2019: Press Outlets Survive Driven by Online]. Available at: (aссessed: 19.12.2019).

User share of YouTube in Russia in 2019, by age and use frequency. Available at: (aссessed: 25.09.2019). 



AnikinaM.E. (2019 a) Institutsional'nye roli rossiyskogo zhurnalista v nachale XXI veka [Institutional Roles of Russian Journalist at the Beginning of the XXIst Century]. Mediaskop 4. (in Russian). Available at:
DOI: 10.30547/mediascope.4.2019.7

Anikina M.E. (2019 b) Mnogopoljarnost' zhurnalistskogo mira na nachale XXI veka: jempiricheskie svidetel'stva i akademicheskie obobshhenija [Multipolarity of the Journalistic World at the Beginning of the 21st Century: Empirical Evidence and Academic Generalizations]. MediaAl'manah 6: 134‒139.

Barker M., Turnbull S., Mathijs E. (eds.) (2014) Editorial Introduction. Participations: Journal of Audience and Participation Studies 11 (1): 1−4. Available at:

De Prato, G., Sanz, E., Simon, J.P. (eds.) (2014) Digital Media Worlds. The New Economy of Media. New York: Palgrave Macmillan.

Dugin E.Ja., Kuprijanov O.A. (2017) Modeli vzaimodejstvija televidenija s auditoriej: mezhdu novymi i tradicionnymi media [Models of Audience Participation on Television: Between New and Traditional Media]. Vestnik Moskovskogo universiteta. Serija 10: Zhurnalistika5: 72–83.

Kruglova L.A. (2012) Transformacija audiovizual'nogo kontenta v novyh media [Transformation of Audiovisual Content in New Media]. Vestnik Moskovskogo universiteta. Serija 10: Zhurnalistika3: 61−71.

Makeenko M.I., Vyrkovskij A.V. (2014) Regional'noe televidenie Rossii na poroge cifrovoj jepohi [Russian Regional Television Around the Turn of the Digital Era]. Moscow: MediaMir Publ.

Nienstedt H.-W., Wilczek B. (eds.) (2013) Journalism and Media Convergence. Berlin/Boston: De Gruyter.

Shhepilova G.G., Kruglova L.A. (2018) Telekanaly i social'nye seti: specifika vzaimodejstvija [Television Channels and Social Networks: Specifics of Interaction]. Vestnik Moskovskogo universiteta. Serija 10: Zhurnalistika 3: 3–16. DOI10.30547/vestnik.journ.3.2018.316

Vartanova E.L. (2019 a) K voprosu o ramkah teoreticheskogo analiza i nacional'nyh osobennostjah mediasistemy Rossii [Towards the Framework of Theoretical Analysis and National Characteristics of the Russian Media System]. MediaAl'manah2: 8–18. 
DOI: 10.30547/mediaalmanah.2.2019.818

Vartanova E.L. (2019 b) Russian Media: A Call for Theorising the Economic Change. Russian Journal of Communication 11 (1): 22−36.
DOI: 10.1080/19409419.2019.1572531

Vartanova E.L., Vyrkovskiy A.V., Makeenko M.I., Smirnov, S.S. (2016) The Russian Media Industry in Ten Years: Industrial Forecasts. Westminster Papers in Communication and Culture 11 (1): 65–84. DOI:

Volkova I.I. (2019) Telekanaly na YouTube: prichiny nejeffektivnosti [TV Channels on YouTube: Reasons of Ineffectiveness]. In: Zhurnalistika v 2018 godu: tvorchestvo, professija, industrija: materialy Mezhdunarodnoj nauchno-prakticheskoj konferencii. Moskva, 6–8 fevralja 2019 g.[Journalism in 2018: Creativity, Profession, Industry: Materials of the International Scientific and Practical Conference, Moscow, February 6-8, 2019]. Moscow: pp. 468–469.