In December 2024, the social network "VKontakte" was able to overtake YouTube in reach among Russians for the first time. According to Mediascope data, the monthly reach of "VKontakte" was about 92 million users in Russia.
At the same time, YouTube faced a 6% drop in reach over the year, which led to a decrease in the number of users to 89.6 million. Compared to November, this figure decreased by 1.8%. The growth in "VKontakte" reach by 2.8% per year was enough for the American video hosting to lose its advantage.
The average daily reach of YouTube also decreased by 21% compared to last year and by 9% compared to November, amounting to 42.1 million users. At the same time, "VKontakte" showed a higher result — 57.2 million people.
The first noticeable decrease in the YouTube audience was recorded in September 2024, when the reach fell to 92.9 million users. This was due to the slowdown of the platform on computers and Smart TVs. At that time, "VKontakte" increased its audience to 90.5 million, but the growth rate was less significant.
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