Oleg Ryzhkov
Sales Manager
Rutube was actively discussed during the special operation in Ukraine, when there were preconditions from Roskomnadzor to close the popular video hosting Youtube for Russian users. At present, although whatsapp data there are no such grounds from government agencies, it is still recommended that bloggers and potential advertisers consider the possibilities of a domestic analogue of Youtube.
Rutube is a Russian video platform that has been owned by Gazprom for about 15 years, and Gazprom-Media is relaunching it in the current reality. Since about March 2022, the platform's statistics have soared by 5-8 times in all respects, which can be explained by the above-mentioned reasons, that is, the possible ban on YouTube. According to the service itself, the platform is visited by about 19 million people per month - 15 million registered and 4 million unique visitors. In terms of its interface and functionality, the service is similar to YouTube, but it has its own peculiarities. For example, only the author of the video sees the number of views, you cannot like or dislike it.
Rutube home page
Rutube Audience
Conventionally, in our opinion, the entire Rutube audience at the current moment in time can be divided into three segments:
Established adults who are ready to re-watch TV series and episodes of their favorite TV programs without intrusive advertising.
Failed YouTube bloggers looking for new platforms, quick popularization, traffic, and those who lost monetization on YouTube.
Companies that, just in case, duplicated their video content on Rutube. So let's say a cohort of law-abiding representatives of Russian business, and organizations constantly looking for additional traffic to their media platforms.
According to Similarweb, as of April 2022, the service's attendance by gender is distributed as 55.62% men and 44.38% women. Age distribution of Rutube visitors in percentages:
The interests of Rutube's audience are mostly focused on the categories "News and Media", "Movies and Streaming", "Lottery". The main traffic comes from direct visits - 52.34%, search traffic is 29.16%. 10.24% of visitors come to Rutube from social networks, 6.63% from referral links. Data provided by "Similarweb" for April 2022.
