Most successful celebrities Russia 2021

A mixed martial artist Khabib Nurmagomedov was the most successful celebrity in Russia based on income and popularity, as calculated between June 2020 and May 2021. Based on earnings, mentions in mass media and social media, Instagram and YouTube subscribers, and Yandex and Google search queries, Nurmagomedov received a total score of 89.04 points. Alisher Morgenshtern, a Russian rapper, singer, and blogger, ranked second. He received over four million social media mentions over the period under consideration. A hockey player Alexander Ovechkin had highest earnings among the celebrities in the ranking, at 12.2 million U.S. dollars.

Ranking of most successful celebrities by earnings and popularity in Russia from June 2020 to May 2021

Characteristic	Earnings	Mass media mentions	Social media mentions	Instagram + YouTube subscribers	Total score
Khabib Nurmagomedov	12m USD	103,389	852,300	29.1m	89.04
Alisher Morgenshtern	7.4m USD	47,326	4,042,900	17.7m	84.26
Olga Buzova	3.3m USD	87,826	3,430,100	23.4m	69.8
Timati	10.4m USD	39,785	1,336,300	20.3m	67.84
Sergei Shnurov	11m USD	16,997	253,900	8.1m	63.23
Alexander Ovechkin	12.2m USD	50,668	364,100	1.6m	52.21
Xenia Sobchak	4.7m USD	89,928	1,763,300	10.5m	51.54
Vasilii Vakulenko (Basta)	5.3m USD	91,230	1,236,500	8.3m	50.82
Artem Dzyuba	5m USD	94,455	1,481,800	1.3m	48.42
Polina Gagarina	6m USD	32,012	603,300	8.9m	44.32

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Release date

July 2021

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Region

Russia

Survey time period

June 1, 2020 to May 31, 2021

Supplementary notes

According to the source, the total score was calculated based on two factors, the celebrities' income and popularity. The latter depended on the number of mentions in mass media and social media, Yandex and Google search queries, and the number of subscribers on Instagram and YouTube.

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