Video hosting platform YouTube could incur significant financial losses if blocked in Russia, estimated by the Association of Bloggers and Agencies (ABA) at over 20 billion rubles annually.
According to the study, this accounts for about 50% of the entire influencer marketing market in the country. A complete blocking of the platform will lead to a temporary loss of these funds in the market until adaptation to Russian alternatives occurs.
ABA predicts that the influencer marketing market in Russia could grow to 55 billion rubles in 2025, representing a 25% increase. At the same time, the industry is transitioning from a phase of aggressive growth, when advertisers were just beginning to adopt this tool, to a stage of sustainable development. Experts attribute further growth to the macroeconomic situation and the state of the advertising market.
The research methodology is based on an analysis of last year's data, taking into account the current economic situation and changes in the audience of social networks. Estimates of bloggers' income were based on previous ABA studies and segment dynamics.
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Russian YouTube bloggers completely disconnected from monetization
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