TV & Video Advertising - Russia | Statista Market Forecast

Ad spending in the TV & Video Advertising market in Russia is forecasted to reach US$3.21bn in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$2.12bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$17.33 in 2024.
By 2030, the number of TV Viewers in Russia is anticipated to reach 0.0users.
In Russia, TV & Video Advertising market is embracing digital transformation, with a shift towards programmatic buying and interactive ad formats.

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional linear TV advertising broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Digital video advertising covering all ad formats within webpage based videos, app based video players, social media networks or social media apps

Video ads on pages that are not in a video player

The TV & Video Advertising market in Russia has been experiencing significant growth in recent years, driven by changing customer preferences and underlying macroeconomic factors. Customer preferences in Russia have shifted towards digital media consumption, with more people accessing video content through mobile devices and streaming platforms. This has led to an increase in demand for TV and video advertising, as advertisers seek to reach these audiences. Additionally, consumers in Russia are becoming more receptive to targeted and personalized advertising, which has further fueled the growth of the market. Trends in the market show a shift towards programmatic advertising, where ads are bought and sold through automated platforms. This allows for more efficient and targeted advertising campaigns, as data and algorithms are used to identify the most relevant audience for each ad. Programmatic advertising also offers real-time optimization and measurement, allowing advertisers to track the performance of their campaigns and make adjustments as needed. Another trend in the market is the rise of native advertising, where ads are seamlessly integrated into the content of the video. This type of advertising is less intrusive and can be more engaging for viewers, leading to higher levels of brand awareness and recall. Native advertising is particularly effective in Russia, where consumers value authenticity and are more likely to engage with content that feels genuine. Local special circumstances in Russia also contribute to the development of the TV & Video Advertising market. The country has a large population and a high internet penetration rate, providing a vast audience for advertisers to target. Additionally, Russia has a strong creative industry, with a wealth of talented content creators and production companies. This has led to the production of high-quality video content that attracts viewers and advertisers alike. Underlying macroeconomic factors, such as the growth of the Russian economy and increased consumer spending power, have also played a role in the development of the TV & Video Advertising market. As the economy continues to recover from the impact of the global financial crisis, businesses are investing more in advertising to promote their products and services. This has created a favorable environment for the growth of the market. In conclusion, the TV & Video Advertising market in Russia is experiencing growth due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital media consumption, the rise of programmatic and native advertising, the large population and high internet penetration rate in Russia, and the growth of the economy all contribute to the development of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.