Russian ecosystems are losing their previous audience growth rates. Based on the results of 2025, subscriber growth among the largest players slowed noticeably, according to a study by Spektr.
Yandex's audience grew to 47.5 million users, but the growth rate slowed to 21% versus 29% a year earlier and 57.5% in 2023. Sber's decline is even more noticeable: after doubling in 2024, growth in 2025 amounted to only 2.2%, reaching 23 million subscribers.
Against this backdrop, some players are showing growth: Gazprombank's ecosystem increased its audience by 14%, while the Wildberries and Russ subscription, launched at the end of 2024, grew fivefold over the year.
Experts link the slowdown to changes in user behavior. More than a third of Russians plan to cut spending on subscriptions, and a key element of ecosystems — online cinemas — is losing value, including because of content restrictions.
At the same time, companies are beginning to change strategy. Instead of expanding the subscriber base, the emphasis is shifting to revenue per user: Yandex notes growth in the number of paying customers and in the average ticket.
Subscription prices, meanwhile, continue to rise. Thus, Yandex Plus has increased in price to 449 rubles per month, SberPrime to 399 rubles, with Gazprom Bonus at a similar level.
Market participants believe that ecosystems have approached a structural ceiling: the era of rapid growth through new services is coming to an end, and now the struggle is for user retention and their payments.
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