YouTube’s daily audience in Russia has grown to 22.4 million users between January and May 2026, marking a 4% increase despite operating under restrictions since 2024. This figure outpaces local competitors Rutube and Yandex Video, according to data from the Rodnaya Rech Group.
While Yandex Video expanded its daily reach by 7.5% to 6.1 million users in the same period, Rutube saw a sharp decline of 13.6%, dropping to 7.2 million daily users. These numbers stand out against ongoing complaints about YouTube’s reduced streaming speeds on fixed networks since 2024.
However, comparing these platforms’ audience data isn’t straightforward. Rodnaya Rech excludes embedded views on third-party sites and doesn’t include VK Video numbers. VK claims a daily audience of 42 million for its integrated video service, while Gazprom-Media reports Rutube’s average daily viewership exceeding 20 million across the first half of 2026.
Yandex views its Video product differently-as a video search feature integrated within its main search engine rather than a standalone platform. This ecosystem-driven distribution, rather than subscription models or exclusive content, largely fuels its growth. VK’s video service follows a similar model, embedded deeply into the social network’s feed and recommendation algorithms.
Rutube’s struggles are attributed to content challenges. The platform continues to face difficulty scaling user-generated videos and maintaining engagement outside of its large partner libraries. In contrast, YouTube boasts over 2.5 billion logged-in users globally every month, according to Google. Even with restrictions in Russia, YouTube’s entrenched habit, recommendation systems, and massive content library keep it ahead of local rivals.
The picture will clarify later in 2026 once data for the second half of the year becomes available, offering a clearer view of how video traffic splits among search engines, social networks, and dedicated video platforms. For now, the Russian video streaming landscape shows two competing narratives: YouTube remains the biggest dedicated video platform, while VK’s ecosystem claims the lead in integrated video services.