Video hosting Rutube increased its monthly audience (MAU) by 117% to 49 million users from January to 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 average daily audience (DAU) of the service increased by 253% year-on-year, amounting to 6.5 million people. "VK Video" indicators increased to 47.2 million MAU Mobile and 10% DAU growth.
The growth of the Rutube audience is associated with disruptions in YouTube's operation, which began in July 2024. According to Mediascope, the monthly YouTube audience in Russia decreased from 95 million in 2023 to 89 million in 2024. However, Rutube has not yet caught up with it in terms of reach. A representative of Gazprom-Media Holding reported that the total Rutube audience (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 explain the growth of Rutube by the increase in original content, the improvement of 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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