YouTube: Trends in Russia and the Russian-language Internet in 2018

YouTube, a well-known video portal owned by Google, has gained significant popularity in Russia. On a daily basis, Russians engage with a wide range of content on this platform, including movies, TV shows, trailers, amateur videos, and vlogs. Users actively subscribe to numerous channels that cover various topics. The growing popularity of YouTube among Russian users has led to an increase in advertising budgets allocated by advertisers to promote their goods and services through ads that reach viewers.

What can we expect from YouTube’s development in 2018? Are there any anticipated innovations or trends on the horizon for this video portal? Will it continue to maintain its popularity among Russians? In our Quarter Billion Agency Group blog article, we will address these questions and explore other aspects related to YouTube’s future in Russia.

YouTube: Statistics on Russian Usage in 2017

The statistics indicate a growing trend in the popularity of the video portal among Russian users with each passing year. Mediascope, a reputable think tank, has provided data that reveals over 40% of the Russian population watched videos on various channels of YouTube in 2017. When compared to the figures from 2016, there were minimal, if any, changes in the analytical results. Nonetheless, considering the Internet’s continued development as the primary source of information, it is reasonable to anticipate an upsurge in YouTube’s popularity among Russian users in 2018.

Moreover, considering that the Internet is utilized by over 70% of the Russian population, the fact that more than 40% engage with YouTube is a notable indication of its popularity. It is important to note that the rise in popularity of social networks is attributed to their incorporation of video content initially uploaded on YouTube. This factor further underscores the increased value of YouTube among Russian users.

Which Russian channels are at the forefront in terms of views and subscribers?

Based on the latest data provided by WhatStat, a YouTube channel statistics monitoring platform:

1. Leading the pack is GetMovies, which positions itself as the first family channel. With over 16 million subscribers and a collection of more than 2,600 videos, it holds the title of the most popular channel.
2. Claiming the second spot is Masha and the Bear, a beloved Russian animated series.
3. Securing the third position is EeOneGuy, a vlog that enjoys popularity not only in Russia but also throughout the CIS countries. The statistics reveal a clear preference among the Russian audience for entertainment channels that cater to youth-oriented content.

Evolution of YouTube Categories

Vlogger content

Vlogs are becoming increasingly captivating for Russian YouTube users. The appeal of these channels extends beyond the opportunity to acquire new knowledge. The primary driver behind their growing popularity lies in their ability to entertain viewers. In line with this trend, the Mediascope analysis agency, in collaboration with PRT Edelman Affiliate, conducted a research study in September 2017 focusing on the integration of brands into bloggers’ content. The objective was to determine the memorability of native advertisements shown to vlog viewers. The study involved a significant viewership, and the findings revealed the following:

• 66% of respondents consider vloggers’ channels as reliable sources of information regarding the latest trends and fashion.
• 50% of participants stated that advertisements featured in vlogs assist them in making informed choices when it comes to products and services.
• 48% of respondents expressed confidence in vloggers’ endorsements, believing that they genuinely like the goods and services they promote, which contributes to the viewers’ trust in them.

The expansion of the mobile audience

The mobile audience of the Internet, including platforms like YouTube, experiences consistent growth each year. This trend is fueled by the advancement of mobile technologies and the reduction in Internet tariffs within Russia. Presently, Russians are increasingly watching videos on mobile devices rather than on PCs, and this preference is expected to continue in 2018. Analysts widely predict a surge in the mobile audience of YouTube, as smartphones provide convenient access to engaging videos anytime and anywhere.

Furthermore, there is a growing trend of using mobile devices for video recording specifically for YouTube. It is widely recognized that this approach offers the advantage of capturing the most captivating moments as they happen. Many mobile device owners seize every opportunity to upload their videos on YouTube, and amateur content has gained significant popularity among Russian users of the platform.

The Rise of Games as a YouTube Trend in 2018

The analysis of preferences among Russian youth reveals a sustained and growing interest in bloggers and channels dedicated to delivering the latest news in the gaming industry. The younger generation in Russia tends to subscribe to channels run by individuals passionate about computer games. These channels feature videos showcasing gameplay walkthroughs, accompanied by simultaneous commentary on various gaming aspects and strategies.

The youth actively share these video posts on social networks, leading to the dissemination of not only the informative content but also integrated advertisements targeted at young Russian users.

TV Programs and Live Streams on YouTube

In terms of popularity among Russians, television currently holds a higher position than the Internet. Nevertheless, TV channels have recognized the significance of utilizing YouTube to boost their ratings. Following the airing of a program on TV, it is promptly replicated on YouTube, catering to those who missed the opportunity to watch it on TV in real-time.

It is noteworthy that the speed of uploading new episodes significantly improved in 2017. Previously, there would be a delay of several days or even weeks between the airing of a TV program and its availability on the video portal. However, nowadays, viewers can access the program online within a couple of hours after it has been shown on TV. The swift upload speed directly impacts the popularity of both the program itself and the channel that enables users to watch their favorite shows.

According to analysts, the prevailing trend in 2018 is the growing popularity of live streams on YouTube. This method of video presentation gained significant traction among internet users in 2017. Live streams offer the unique ability to engage in real-time communication with viewers, thereby facilitating the expansion of a channel’s audience. YouTube Live, a platform equipped with various useful tools such as chat and statistics features, provides content creators with the opportunity to leverage this interactive experience.

Advancement of YouTube Content Creation

As mentioned earlier, Russian users of YouTube are attracted to amateur content. However, there is still a significant preference for professionally produced videos that utilize new technologies. One such technology that has gained immense popularity is 360° videos, which create an immersive “in-shot” experience for viewers. Additionally, in 2018, the use of Spatial Audio is expected to rise. This technology enhances the video by providing 3D sound, mimicking real-life perception and further enhancing the sense of being present in the scene.

Analyzing the content that has emerged on YouTube in recent years, it is evident that the quality has undergone significant improvements. Analysts note that the content of channels is maturing along with their subscriber base. There is a greater abundance of high-quality videos incorporating various technical features. This trend is expected to continue in 2018, as the demand for higher-quality video content from Russian viewers continues to grow each year.

Native Advertising on YouTube

According to expert evaluations, advertising budgets on YouTube have witnessed a significant increase in recent years. This trend can be attributed to the platform’s widespread popularity, thanks to its extensive collection of videos, movies, music clips, and more. Advertisements are displayed both before the start of a video and during its playback. However, some channel owners have gone overboard with excessive ad placements. Ads can appear almost every 5 minutes, which negatively impacts users’ desire to continue watching videos on those channels. Additionally, intrusive banner ads that frequently pop up can further diminish the viewing experience, often occupying more space than the video window itself.

Native advertisements within videos on YouTube can sometimes deter users due to their low quality and aggressive nature. However, the solution to this issue is clear: ads must be strategically and delicately incorporated. Experts from Quarter Billion Agency Group understand the key principles of effective YouTube advertising, ensuring that ads smoothly align with the viewer’s experience. Skillfully presented ads are more likely to be well-received by video viewers, minimizing the urge to close the page and search for alternative channels that offer a more seamless integration of native ads, thus avoiding any negative sentiments.

Anticipated Fascinating Video Themes for 2018: Forecast

Top Video Trends of 2018:

• User-generated Music Videos: In addition to music clips by established artists, Russian bloggers and ordinary individuals create their own music videos and share them on YouTube.
• Conflict-Related Content: Videos covering not only conflicts within Russian society but also clashes between YouTube bloggers who share their content on the platform.
• Reviews of New Entertainment and Earning Technologies: Particularly, the exploration of cryptocurrency development in Russia and its potential for entertainment and financial gain.
• Videos on Healthy Lifestyle: The pursuit of a healthy lifestyle is gaining popularity in Russia, leading to an increased interest in sports, nutritious diets, and active leisure activities. These themes are expected to captivate Russian viewers.

Key YouTube Trends of 2018: Summary

Based on the aforementioned observations, it can be concluded that YouTube will continue to grow in popularity and remain appealing to Russian users. Furthermore, it is worth noting that the video platform will undergo technical enhancements. In early 2018, changes were announced for its Android mobile version, including the introduction of a hide mode to prevent watched videos from being saved in the viewing history. Additionally, a night theme (switching from a light to a dark interface) and the ability to scroll through ads with a right swipe were introduced. These innovations demonstrate YouTube’s commitment to optimizing its content for mobile viewing experiences.

The rapid development of the internet has led to an increased interest in YouTube, and it is evident that its advertising opportunities will continue to expand. If you have the goal of utilizing this video platform for advertising purposes, the experts at Quarter Billion Agency Group are available to provide you with valuable assistance and guidance. For more comprehensive insights into the analytics of popular Russian internet portals, including YouTube, you can download a free version of the book “Digital Marketing in Russia 2018.” This resource offers detailed information on the engagement levels of various categories of Russian internet users, who are drawn to YouTube for its informative and entertaining content.