Perceptions of the Russian Video-on-Demand Services Audience

For citation: Dariana A. Babyna. Perceptions of the Russian Video-on-Demand Services Audience // Mediascope. 2025. 2. Available at: https://www.mediascope.ru/2914

© Dariana A. Babyna

Research Fellow at the Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), babynada@my.msu.ru

Abstract

The article examines the issue of understanding the audience for Russian streaming services. By analyzing publicly available data from media metrics and interviewing key industry top-managers, we have identified new, relevant quantitative and qualitative characteristics of this audience, including its youthfulness, strong presence in major cities, and high expectations for the technical quality of the cinematic experience.

Keywords: streaming services, VoD-services, audience, media metrics, media usage.

Notes

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TelecomDaily: v 2021 godu lidery rynka onlayn-kinoteatrov ne izmenilis [TelecomDaily: in 2021, the leaders of the online cinema market have not changed]. (2022,). TelecomDaily. 2022. 17 February. (In Russian). Available at: https://telecomdaily.ru/news/2022/02/17/telecomdaily-v-2021-godu-lidery-rynka-onlayn-kinoteatrov-ne-izmenilis

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TMT Reyting. Rossiyskiy rynok VoD 2022 [TMT Rating. Russian VoD market 2022]. TMT-konsalting. (In Russian). Available at: http://tmt-consulting.ru/napravleniya/telekommunikacii/platnoe-televidenie/tmt-rejting-rossijskij-rynok-vod-itogi-2022-goda/

TMT Reyting. Rossiyskiy rynok VoD 2023 [TMT Rating. Russian VoD market 2023]. TMT-konsalting. TMT-konsalting. (In Russian). Available at: http://tmt-consulting.ru/wp-content/uploads/2024/02/ТМТ-рейтинг-VoD-2023-1.pdf

TMT-reyting: Rossiyskiy rynok onlayn-kinoteatrov 2024 [TMT-rating: Russian online cinema market 2024]. TMT-konsalting. 2025. March. (In Russian). Available at: http://tmt-consulting.ru/wp-content/uploads/2025/03/ТМТ-рейтинг-VoD-2024.pdf

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