Russia's Digital TV Market to Nearly Double — to 13.3 Billion Rubles
Russia's Digital TV market will reach 13.3 billion rubles in 2026 (+49.4%), and 22 billion by 2027. More than half of TV viewers already watch broadcast via IP/OTT.
The Russian Digital TV market will reach 13.3 billion rubles excluding VAT by the end of 2026 — 49.4% more than a year earlier. This forecast is contained in a study by the Association of Communication Agencies of Russia (ACAR), reviewed by AdIndex.
In 2025, the segment is estimated at 8.9 billion rubles. A year earlier, in 2024, the market size was 5.1 billion rubles: growth over the past year amounted to 74.5%. If the forecast comes true, Digital TV will have grown more than fourfold over three years.
What Happens Next
ACAR expects the segment to add another 65.4% in 2027 and reach 22 billion rubles. The pace, as is easy to notice, is not slowing down — quite the opposite.
"The segment started from near-zero values, which is one reason it shows such notable growth. The absolute figures point to a significant share of brands that are no longer just testing but fully using this type of advertising for their video communications," said Ilya Kutsenko, chairman of ACAR's New Media Committee and TV advertising procurement director at Media Direction Group.
Why the Segment Is Growing
The growth driver, according to Kutsenko, is the spread of IP/OTT technologies (delivery of television signals via internet protocol, including by online services). More than half of TV viewers already watch broadcast through these technologies.
This is a crucial point. IP/OTT makes it possible to show viewers not only traditional ad blocks but also targeted advertising (address-based, with audience selection based on user data) within the Digital TV environment. Classic broadcast does not offer this capability.
What This Changes for Advertisers
The seller Ekran has also given an assessment of the segment's scale. According to its general director Ekaterina Bogdan, speaking at the "Brand Day 2024" conference, in 2024 Digital TV's turnover was about 1% of the Russian TV and video advertising market, which was estimated at 290 billion rubles.
The share is still modest. However, according to Ekran's estimates, the Digital TV audience numbered 74 million people, and the segment's monthly advertising reach was up to 68 million TV viewers.
Conclusion
Digital TV has ceased to be an experimental platform. Brands are no longer testing the format — they are incorporating it into their ongoing video communication budgets, as an ACAR representative stated directly. If the current momentum holds, the segment will grow to 22 billion rubles by 2027 and become a noticeable part of the television market. For advertisers, the question is no longer whether to enter Digital TV, but how to capture the audience before their competitors do.
Source: AdIndex
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