In early 2026, major Russian brands faced a significant drop in reach on Telegram. According to a CloudBuying study, the total post views for the 15 largest channels decreased by 23.5% in the first quarter, while subscriber outflow was minimal – only 2.2%.
The decline affected all participants in the ranking. "Yandex.Market" saw a particularly sharp drop in performance – minus 46% in views. Among the outsiders were also "Sber", "Vkusno – i tochka", "Perviy DSK" and the airline "Pobeda". Alfa-Bank's channel saw its reach decrease by almost 19% – about 399 thousand views.
Experts attribute the decline to ad overload and reduced audience attention. After statements about possible Telegram blocks, the number of advertising publications increased by 15–20%, which could have affected user engagement.
However, individual players showed growth. The Wildberries channel almost doubled its audience and increased its reach by 499%, while the "MegaFon" channel gained about 99% – due to active promotion in March.
Despite the decline in reach, Telegram remains the largest platform by monthly audience. In March, MAU (monthly active users) was about 90 million people, and over the quarter, the audience exceeded 102 million.
However, the downward trend may intensify. According to market participants, post reach could have dropped even further since April – up to 50–60%. At the same time, the audience is gradually fragmenting, and advertising campaigns are becoming more complex and expensive.
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