Translation. Region: Russian Federation –
Source: Melody – An important disclaimer is at the bottom of this article.
Demand for vinyl records continues to grow, but the audience has become significantly younger over the past five years. The popularity of this music format is attributed to both the retro craze and the "slow-down" trend.
The number of vinyl record purchases in Russia in 2025 increased by 15% compared to 2024 and by 32% compared to 2023, according to Platforma OFD, the country's largest fiscal data operator. The median price of vinyl records also showed comparable dynamics over the year. In 2025, it increased by 13% compared to 2024, reaching 1,978 rubles per record.
The number of vinyl record player purchases in 2025 also increased, according to OFD Platform data: 7% compared to 2024 and 17% compared to 2023. Meanwhile, the median price for vinyl record players was only 3% higher than last year, reaching 26,700 rubles. OFD Platform emphasizes that more than 70% of vinyl merchandise sales occur online.
How the vinyl audience has changed
The vinyl record audience in Russia has become significantly younger over the past five years. This is the conclusion reached by experts at Pult.ru, who analyzed sales in their online store for the period from August 2025 to February 2026. (The results of this study, as well as a comparable one for the first half of 2020, are available to RBC.)
Experts found that in 2020, vinyl buyers were primarily people over 40–45 years old, while now the average age has dropped to 30–33. "This generation grew up in the digital age and missed out on the golden age of records," the study's authors note. "We see roughly the same figures in statistics published by international industry press: the fastest-growing category of record buyers is young music lovers aged 18 to 24, while the majority of purchases are made by men aged 25 to 34."
Dmitry Frolov, director of online sales at Pult.ru, believes that vinyl's popularity is largely due to the emergence of "good, yet affordable, turntables." "The barrier to entry has now dropped, the average purchase price is falling, a new category of devices is emerging, and this is directly impacting mass adoption," he notes. Young buyers, according to a Pult.ru representative, no longer perceive vinyl as an "elitist hobby," as its cost has become comparable to other forms of entertainment.
Karina Abramyan, First Deputy General Director of Melodiya, spoke on the program "Media Trends" about "vinyl"—"it's an audience of 25-40." She also noted that a leisure format where "people gather in trendy spaces and listen to vinyl" is currently gaining popularity. "It's a way to slow down, which I think is very important right now," Abramyan said. "It's a way to show respect for yourself, your time, and your identity."
What does the vinyl audience listen to?
Sales of contemporary vinyl releases are growing just as rapidly as reissues of classic albums, according to Pult.ru. According to the company's category manager, Mikhail Feshchenko, there's been a steady increase in interest in records by contemporary artists—from pop to alternative and indie. "This vinyl is being bought on par with classic rock and jazz, and it's largely responsible for creating a new audience," he says.
At the same time, analysts at the OFD Platform, commenting on the demand for vinyl, attribute it to the fashion for retro and vintage merchandise. Interest in such products is driven by several consumer niches, says an OFD Platform representative: "These include not only music lovers and connoisseurs of functional decor, but also zoomers in general. In 2025, unit sales of records will be significantly higher than in 2023, but not significantly higher than in 2024. The turntable user base is stable and is actively expanding its vinyl collection."
Evgeniya Stogova, RBC, February 22, 2026
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.