One in Five Russians Watches Video Exclusively on Streaming Services
Over the year, the share of Russians watching video exclusively through online streaming services has grown by 4 percentage points — to 21%. 30% of their users watch content daily, a study by Romir showed (1,500 respondents, September 2026).
The share of Russians who watch video exclusively through online streaming services has grown by 4 percentage points over the year, reaching 21%. These figures were presented by analysts at Romir following a study conducted in September 2026.
The majority of viewers — 56% — combine streaming services with classic television. Only 18% of the audience still watches classic TV exclusively. The boundary between methods of content delivery is blurring, the study's authors note.
"Online streaming services are gradually becoming the new television," comments Margarita Abramkina, client relations director at Romir. According to her, what matters most to viewers today is not the platform, but the ability to watch content "anywhere and anytime it's convenient."
How Often Do Russians Turn to Streaming?
30% of online streaming service users watch content daily. Another 33% use the services several times a week. For classic television, daily viewing is still more widespread — 51%.
40% of respondents watch television content via online platforms. This habit is especially common among young people aged 18–24.
Who Chooses Online Only?
Online streaming services alone are more often chosen by viewers aged 18–34. A combined approach is typical for audiences aged 25–55 and for Russians with high incomes. Classic TV without streaming services remains the domain of viewers over 56.
Genre preferences coincide across both formats: fiction and entertainment content dominate. Films and series are more often chosen by women, news by the 56+ audience, and sports broadcasts by men.
What Values Are Associated with Online Streaming Services?
The main association for the industry as a whole is "family" (34% of respondents). Next come:
- "reliability" — 31%
- "attractiveness" — 30%
- "creativity" — 29%
- "innovation and ingenuity" — 29%
This association unites the five most prominent services on the market, the analysts note. Perceptions split down the middle: platforms associated with family and reliability are less often seen as innovative, and vice versa.
"The winner in growing the audience will be the one who manages to 'embody' these values in their positioning," Abramkina notes.
How Does the Perception of Platforms Differ?
- Kinopoisk and Ivi — family-oriented and reliable.
- Okko — attractive and creative.
- Kion — attractive.
- Wink — creative.
- Start — creative.
- Premier — innovative.
- Netflix — innovative, forward-thinking, and attractive.
The study was conducted using online interviews based on the Romir Consumer Panel using the GRI methodology. The sample size was 1,500 people.
Source: AdIndex
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