RUSSIA’S POPULAR VPNs: A MARKET OVERVIEW
Online Transformations Unfolded in Russia in March 2022
The month of March 2022 witnessed significant online upheavals for Russian users. The series of events began on March 4, when the Federal Service for Supervision of Communications, Information Technology, and Mass Media implemented access restrictions on Facebook* and Twitter within Russia. Subsequently, TikTok and Instagram* were also blocked, and on March 21, Meta* was labeled an extremist company, leading to a ban on its activities in the country. Concurrently, YouTube developers progressively shut down Russian channels on their platform, while Google restricted advertising campaigns. Additionally, several applications, such as Spotify, chose to exit the Russian market.
Despite these developments, Russian users were not prepared to entirely forsake their cherished online services.
A considerable number of individuals had made provisions in advance, as evidenced by analytical data from various popular marketplaces. According to the data.ai platform, on February 28, 2022, 16 VPN services claimed spots within the top 100 most downloaded applications on iOS in Russia, with two of them securing the first position. Furthermore, eight VPNs featured in the top 100 for Android. In essence, a portion of the Russian audience, although not fully encompassing everyone, persisted in utilizing blocked platforms, defying restrictions through VPNs.
Emerging data from Online Market Intelligence (OMI) further supports this observation. According to their study, a noticeable pattern emerges. Approximately 35% of the female Instagram* user base in Russia persists in accessing the platform via VPN. While the figures for Facebook* and Twitter are lower, at less than 18%, there still exists a certain percentage of users who continue to engage with these platforms. Moreover, the significance of Meduza** online media cannot be overlooked, as it emerged as one of the most popularly downloaded applications in Russia towards the end of February (as per data.ai). Accessing this resource within the region also necessitates connecting to remote servers. Many other resources, currently restricted in Russia but in demand among local users, can be added to this list, all made accessible through the use of VPN.
How Does It Operate?
In essence, VPN can be defined by its crucial aspects of anonymity and unrestricted internet browsing. During a typical connection, such as visiting websites, user requests directly reach the service provider’s server, which can monitor and restrict these activities. However, when a VPN is enabled on the device, requests are encrypted and transmitted to remote resources. Consequently, the provider is unable to perceive the user’s actions, thereby incapable of blocking access to any location.
This characteristic offers numerous advantages:
- Eliminates access restrictions, enabling connections to any website.
- Ensures privacy and safeguards user data.
- Facilitates the secure use of public Wi-Fi networks, minimizing the risk of information leakage to malicious entities.
- Enables access to services in different regions, allowing users to save money when purchasing paid content.
Furthermore, most VPN programs are user-friendly, featuring intuitive interfaces with convenient quick connect buttons.
Consequently, the number of VPN service users in Russia continues to rise each day. This assertion is supported by the observations of AtlasVPN specialists, who noted a record-breaking surge in installations in the region on March 14, with an increase of 11,253% compared to previous years. It is highly likely that this figure will further escalate as more Russians increasingly recognize the benefits of VPN programs, driven by personal research, recommendations from friends, and effective marketing strategies promoting VPN products in the market.
Based on a comprehensive analysis of data from various online sources, QB Agency experts have curated a compilation of VPN services that garnered significant popularity among the Russian audience in early 2022. This compilation takes into account ratings from AppStore and Google Play, along with data provided by the Russian mobile operator Yota, ensuring a well-rounded assessment of the VPN landscape in Russia during that period.
SurfsharkVPN
An application that consistently ranks high across multiple ratings. This service has garnered an abundance of positive feedback, primarily due to its impressive connection speed (250 Mb/s) and the absence of registration requirements. The developers of the application do not impose any limitations on the number of connected devices. Notable advantages of SurfsharkVPN include additional antivirus features and automatic ad blocking. The service is compatible with various platforms, including Smart TVs. A significant advantage for Russian users is the availability of a Russian-language interface, allowing them to explore all the system’s features in greater detail. However, it is important to note that free usage is only available for a 7-day trial period.
The cost after the free trial period depends on the chosen tariff plan, with a minimum tariff of $12.95/month. Payments can be made in Euro, US dollars, or cryptocurrency.
Developer country: Surfshark B.V (Netherlands).
Key advantages: Unlimited device connections, supplementary network protection services, Russian-language interface, Smart TV support.
Marketing promotion strategies in Russia: A dedicated Russian version of the website, providing a comprehensive description of the application.
OpenVPN
A frontrunner among VPN services for Yota clients, capturing a significant traffic share of 55.9% from March 28 to April 3. This service is primarily designed for a business-oriented audience, facilitating the connection of branches and departments of large companies worldwide through remote access. The company’s flagship product, OpenVPN Cloud, offers the creation of a private cloud network, integrating various functionalities to enhance convenience for employees.
“Our multi-tenant cloud service boasts a high-performing mesh core network spanning multiple countries and offering numerous regional connection locations worldwide. We are continually expanding our managed service to include new regions, providing comprehensive global coverage,” as explained by OpenVPN developers, highlighting the operational principles of their service.
In essence, this VPN solution serves as a secure and cost-effective option for small and medium-sized businesses. Additionally, the developers offer customized solutions and pricing options tailored to individual customer needs. However, it’s worth noting that OpenVPN may not be suitable for “regular” users seeking free versions or entertainment-oriented features like connecting to Smart TV services.
Pricing is determined on an individual basis.
Developer country: OpenVPN (USA).
Key advantages: Creation of private remote internet connections for all company employees, customized business solutions.
Marketing promotion strategies in Russia: While there are no specific marketing promotion tools targeted at the Russian market, the company maintains a strong international presence, clearly positioning its product on the global stage.
TurboVPN
A Russian-language service that has garnered impressive user ratings on both the AppStore and Google Play. The application offers a free version, allowing usage on one device along with occasional advertisements. As a result, TurboVPN has emerged as one of the most sought-after resources among the Russian audience in 2022. The program is compatible with popular internet platforms, ensuring data security through robust encryption methods like “banking” level encryption and IPSec, OpenVPN protocols. Furthermore, the system incorporates fail-safe protection to maintain uninterrupted connectivity. With over 21,000 servers in 45 countries, TurboVPN enables users to access blocked streaming services and programs (such as Netflix) at high speeds. Russian users can also benefit from Russian-language technical support.
The cost of the paid version varies based on the selected tariff plan, with a minimum tariff of $11.99/month. Similar to SurfsharkVPN, TurboVPN accepts payments in cryptocurrencies and through UnionPay.
Developer country: Innovative Connection (Singapore).
Key advantages: Unlimited free version for one device, Russian-language technical support.
Marketing promotion strategies in Russia: The service utilizes a Russian version of their website, and their VKontakte page is also mentioned (although not updated since 2021).
VPN Proxy Master
Currently, this service holds the top position in the AppStore rating and boasts a high rating of 4.9 from Google Play users. The developers offer a free trial period of three months, contributing to VPN Proxy Master’s recent surge in downloads, attracting approximately 150 million customers worldwide. The service provides extensive capabilities, ensuring the uninterrupted operation of servers (with over 6,000 servers across 40+ countries) and allowing simultaneous connections on up to 6 devices. In addition to compatibility with standard Windows, Mac OS, iOS, and Android systems, the application also supports TV gadgets. However, it’s worth noting that the VPN Proxy Master interface primarily targets English-speaking users, which may pose some inconvenience for those accustomed to working with programs in Russian.
The cost after the free trial period varies based on the selected tariff plan, with a minimum tariff of $12.99/month. Russian citizens have payment options through the UnionPay system, Qiwi, and also cryptocurrency.
Developer country: Lemon Clove Pte. Limited (Singapore).
Key advantages: 3-month free subscription, compatibility with Smart TV platforms.
Marketing promotion strategies in Russia: No specific marketing promotion tools are employed; the service gains visibility through its high ratings on various marketplaces.
ProtonVPN
This service stands out among others due to its effective marketing strategy, which extends globally, including Russia.
“We created ProtonVPN to protect journalists and activists who use ProtonMail. ProtonVPN breaks down the web’s censorship barriers, allowing you to access any site or content.” (Note: Information from the company’s official website).
Following this guiding principle, the developers provided free access to media and social networks blocked in Russia at the end of March 2022. The list of “open” resources includes information platforms like Meduza, BBC, Mediazona, Radio Liberty, Voice of America, as well as Facebook*, Instagram*, Twitter, and Linkedin. This decision was justified by the importance of preserving access to tools through which Russians are accustomed to gathering news, communicating, and engaging in scientific and financial activities.
Additionally, a recommendation to use ProtonVPN was seen on Instagram* before the platform was blocked in Russia. The endorsement came from renowned Russian journalist Ksenia Sobchak, further highlighting the developers’ emphasis on media positioning for their product.
The service offers several advantages, including a free version with a limited number of servers, high connection speeds, ad blocking, and Russian-language support. The developers guarantee absolute anonymity on the network, data protection, and the ability to connect up to 10 devices with the paid subscription.
The cost of the paid version varies based on the selected tariff plan, with a minimum tariff of $5/month.
Developer country: Proton Technologies AG (Switzerland).
Key advantages: Free version, Russian-language interface, high level of user protection.
Marketing promotion strategies in Russia: Public support for independent media, promotion through influential individuals, and a Russian version of the website.
Conclusion
The increased interest in VPN services in Russia, observed since the end of February, has been acknowledged by most marketing analysts. This indicates that these programs will continue to be in demand as the Russian audience intends to access blocked resources in the region. Some individuals seek VPN connections for entertainment and social purposes, while others require remote access for business-related activities.
As a result, a wide range of VPN products has emerged in the Russian market. After analyzing the popular programs among the Russian audience, several conclusions can be drawn.
Firstly, Russians prioritize VPN services based on high app ratings and free usage options. This has positioned VPN Proxy Master (with its 3-month trial version) as one of the market leaders, despite having no specific promotion efforts in Russia.
Secondly, Russified services like SurfsharkVPN and TurboVPN have also gained popularity among users. ProtonVPN, with its Russian-language website and clear marketing strategy, deserves special attention.
Thirdly, OpenVPN stands out for its advanced features catering to small and medium-sized businesses. Furthermore, the company has a well-defined global market positioning. The growing interest in this service among Russian-speaking users can be attributed to the challenge of finding alternative VPN products with similar business functionality.
All of these factors indicate that when promoting VPN resources in the Russian market, several considerations need to be taken into account. These include high ratings on marketplaces, offering free bonuses to users, emphasizing unique features, positioning the brand effectively, and distinguishing it from major competitors. QB Agency experts can assist in further exploring these aspects and attracting the attention of the right audience interested in quality paid VPN services.
*Social networks recognized as extremist and banned in Russia. ** Media outlet recognized as a foreign agent.