Translation. Region: Russian Federation –
Source: Gazprom – An important disclaimer is at the bottom of this article.
The goal of the media market today is audience attention. Choice is expanding, and people's time is becoming the most scarce resource. It is precisely around this that large media corporations are currently reorganizing, stated Alexander Zharov.
The attention economy has become a new KPI for the media business: it's important not just to create content, but to retain audiences and monetize their attention across all platforms. This explains Gazprom-Media's three focus areas for the coming years: premium content, digital service development, and strengthening its presence in foreign markets.
RUTUBE is showing impressive growth: the platform's advertising revenue last year exceeded 2.2 billion rubles, a fourfold increase. Around 2.4 million pieces of content are uploaded to the platform daily. The number of channels increased by 45% year-on-year, from 2.7 million in February 2025 to 3.9 million today.
When creating new projects, the focus is not on quantity but on potential: the content must be effective on air, online, and during the subsequent rights sales phase. Alexander Zharov cites the potential acquisition of broadcast rights for the upcoming FIFA World Cup as one of his priorities. At the same time, the holding is also open to exploring new sports, from judo and tennis to padel.
Should we expect partnerships with marketplaces? Definitely yes. The logic is clear: some have the money, traffic, and ambition, while others have the platforms, content, and audience attention. And is the future for sale? Read Alexander Zharov's extensive interview with Kommersant.
Please note: This information is raw content obtained directly from the source. It represents an accurate account of the source's assertions and does not necessarily reflect the position of MIL-OSI or its clients.