76% of Russians Read Comments Under Short Videos

The main motivation for reading comments is to learn other people's opinions: 58% of respondents named this reason. Users' jokes interest 48%, while 44% look for additional information on the topic. For 28%, comments are a way to verify the video author's claims.

Scandals keep the audience engaged

Arguments under videos keep viewers' attention. Only 30% of respondents deliberately avoid toxic comments. If a user accidentally comes across a conflict, 43% keep following its development, while 26% specifically look for such discussions or join them.

The reasons for interest in arguments were distributed as follows: 51% want to hear different points of view, 34% see discussions as a kind of reality show, and 31% simply find it interesting to watch the conflict unfold.

Comments also change how content is perceived. 65% of survey participants have revised their attitude toward a video's topic at least once after reading the discussion. At the same time, trust in information from comments is limited: 46% rather or fully trust it, while 54% are skeptical.

Comments as a channel for promoting authors

Notable comments draw attention to their authors as well. Three quarters of respondents have visited a commenter's profile at least once, and 43% of those who do periodically subscribe to such authors. Witty commenters generate the most interest — 68% of respondents highlighted them. Users sharing personal experiences interest 44%, and experts on the video's topic interest 26%.

At the same time, viewers start writing comments far less often than reading them. About 68% leave comments rarely or never do so. 26% comment occasionally, and only 6% do so regularly.

For brands and content producers, the conclusion is obvious: the space under a short video works as a standalone zone of audience attention — with a "two-layer" consumption effect, where the discussion can compete with the video itself and transfer viewers' trust to individual authors.

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