Video hosting platform Rutube increased its monthly audience (MAU) by 117% to 49 million users between January and July 2025. The data is provided in the "MTS AdTech" study.
According to analysts, Rutube's mobile traffic (MAU Mobile) reached 49 million unique users in July. The service's average daily audience (DAU) grew by 253% year-on-year, reaching 6.5 million people. "VK Video" indicators increased to 47.2 million MAU Mobile and 10% DAU growth.
The growth of Rutube's audience is attributed to disruptions in YouTube's operation, which began in July 2024. According to Mediascope, YouTube's monthly audience in Russia decreased from 95 million in 2023 to 89 million in 2024. However, Rutube has not yet caught up in terms of reach. A representative of "Gazprom-media Holding" reported that the total audience of Rutube (taking into account all devices) increased by 68% to 79.5 million users. "VK Video" noted that their service, according to Mediascope, exceeded 70 million MAU.
Experts attribute Rutube's growth to an increase in original content, improvements to the mobile application, and new monetization methods for authors. It is predicted that the platform's audience may grow by another 15–20% by the end of the year.
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