The TV market in Russia is demonstrating steady growth: in the first quarter of 2025, sales of domestic models increased by 20–30%, despite a 17–32% increase in device prices. According to retailers, local brands accounted for about 40% of the market in unit terms, offering products tailored to the needs of the Russian audience.
A key factor in demand was integration with local services: pre-installed online cinemas, the "Alisa" voice assistant, and compatibility with Russian streaming platforms. The devices run on domestic operating systems for Smart TV, which eliminates the risk of functions being blocked due to sanctions. For example, Sber TVs are equipped with generative artificial intelligence technologies, and Yandex models support the company's ecosystem solutions.
The increase in prices is associated with the rising cost of components, including LCD panels, which account for up to 80% of the cost of devices. Exchange rate fluctuations and a high key rate also affected the cost. However, manufacturers are compensating for this by expanding the range: new models with larger screens and improved characteristics have become more accessible. The warranty period for some brands, such as Digma, has been increased to two years.
Among local brands, Sber, Yandex, HI (M.Video-Eldorado) and Hartens (Ozon) stand out. Hartens sales increased 1.4 times, and demand for Sber devices in the resale sector increased by 37%. Marketplaces note a tenfold increase in the sale of domestic TVs. M.Video-Eldorado emphasizes that the average price of devices reached 17.7 thousand rubles, with an increase of 12% per year.
Experts predict market growth of 20% by the end of 2025. The departure of foreign brands and investments in ecosystems are stimulating consumer interest. According to analysts, price stabilization is expected by autumn, and further development will be associated with the introduction of new functions, such as AI support and improved display parameters.
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