Mediascope Conference 2025 – Summary and Materials

04.12.2025

On November 21, 2025, Mediascope held the annual conference in Moscow – an event that traditionally brings together our clients and partners. On this day, more than 750 media and advertising industry professionals gathered at the RBC Event Center to explore how audience measurement is evolving today and how we envision its future.

The video recording of the conference is available on Mediascope pages on Rutube and VK.

Television Measurement: Status and Priorities

Ksenia Achkasova, Executive Director of Mediascope, spoke about the development of Mediascope’s syndicated research and our flagship project – television audience measurement.

Mediascope measures TV viewing across all screens (TV, desktop, mobile), as well as in all viewing environments, including out-of-home viewing. We integrate various data streams to provide information on the full scope of TV viewing in Russia.

We continuously work on improving the quality and scale of the TV panel, meeting our high media measurement standards and the needs of the industry. In 2025, we expanded the TV panel in small cities and rural areas by 1,000 households. This increased the effective sampling size by 25%, reduced variability, and further improved data stability.

All Mediascope tools and technologies are developed and localized in Russia, measurement data is fully collected and processed within the country.

The presentation “Television Measurement: Status and Priorities” is available via the link.

Development: Technologies and Solutions

Mikhail Zotov, Director of Business Development at Mediascope, presented the company’s project development activities.

In his speech, Mikhail introduced a new system for monitoring and recognition of advertising creatives. The system includes a significant upgrade of the advertising content collection and analytics process: an AI model trained according to industry standards recognizes graphic and video materials and generates detailed text descriptions of advertisements and creatives. The processed results will be provided to users through a dedicated interface ensuring convenient access and interpretation of the data.

Mediascope is also consistently expanding mobile measurement and single-source data capabilities. The presentation included projects and experiments based on data streams collected via smartphones: audiometry, server-to-server tagging, and watermarking.

More details about Mediascope’s projects are available in the full presentation “Development: Technologies and Solutions”.

Irina Suanova, Head of Client Relations and Data Analytics at Mediascope, presented the media trends observed during the year since the previous Mediascope conference.

In December 2024, we recorded a significant decline in time spent on YouTube. As of October 2025, YouTube lost 67% of the time users spent on the platform in July 2024. Against this backdrop, time spent across other social media platforms increased: VK – by 34%, Telegram – by 8%, TikTok – by 35%, Rutube – by four times.

Also, contrary to recent years’ trends, overall TV viewing volume in 2025 did not decline, and among children (4–17 years old), TV viewing increased by 7%.

January is the peak month of interest in films. In January 2025, films accounted for 15% of total TV viewing and 17% of online cinema viewing.

In February 2025, we observed a record in mobile gaming. The game Block Blast reached a daily reach of 3% and a monthly reach of 7% among mobile users. The sharp increase in the game’s audience was primarily driven by strong interest among younger users.

In March 2025, the viral game Hamster Kombat left the Telegram rankings along with other crypto games. Traditional news channels returned to the top of the platform: in Q3 2025, the top 10 Telegram channels included 8 news and politics resources and 2 channels dedicated to TikTok modifications.

In April, a new messaging app, Max, was launched in Russia, becoming the fastest-growing platform in the network. Max reached 48 million users in October – 39% of Russians aged 12+.

The main event of May was the 80th anniversary of Victory in the Great Patriotic War. In 2025, the total TV rating of the Victory Parade among the Russian population reached 28% – an absolute record for parade audiences in the history of media measurement.

In June, against seasonal expectations, time spent by Russian users in the e-commerce segment increased – driven by the introduction of new gamification mechanics on the Ozon marketplace. Since 2022, the average daily reach of e-commerce has grown by 37%, and time spent per user – by 35%, now reaching 28 minutes per day.

July is traditionally the travel season. In this month, we recorded the highest increase in out-of-home TV viewing: +16.4%.

In August 2025, we observed a sharp increase in search volume for one of brands: Russians started searching for the SelSovet brand (200,000 queries per month) after Russian Foreign Minister Sergei Lavrov wore a sweater of this brand. Other notable search trends this year included: Dubai chocolate in January, “pick me pointer” in April, Labubu in May, iPhone 17 in September.

September marks the traditional start of the TV season: from September to November 2025, TV viewing increased by 8% compared to the summer months.

In October 2025, we observed a notable increase in interest in AI services: 26% of Russians aged 12+ use AI services at least once a month. Aggregate AI adoption rates are highest in younger audiences: more than half of Russians aged 12–24 use such services.

More facts about media consumption in Russia are available in the presentation of the report.