YouTube leads Russia's influencer ad market, dwarfing VK

YouTube dominated influencer marketing in Russia in 2024, capturing 47.9% of advertising budgets, despite a decline in its user base. This translates to 27.6 billion rubles spent on the platform. The video platform's dominance was revealed by the Association of Communication Agencies of Russia, based on research data. Instagram and Telegram followed, with 20% and 19.8% shares respectively. VK held 11.2% of the market share. While YouTube's audience is shrinking, it still leads in influencer ad spending. Other platforms like VK, Telegram, and Rutube have seen user growth, but YouTube remains the primary choice for advertisers.