Despite the block, Russians have started watching YouTube more – UA.NEWS

Despite the block, Russians have started watching YouTube more  UA.NEWS

In the first half of 2026, Russians began spending 24% more time on YouTube, despite restrictions on access to the video-sharing site. On average, each user watched content on the platform for 99 minutes a day. In the first half of 2026, Russians began spending 24% more time on YouTube, despite restrictions on access to the video-sharing platform. On average, each user watched content on the platform for 99 minutes per day. At the same time, the metric for the Russian video service Rutube—including views via its built-in player—decreased by 4.7%, to 41 minutes per day. VK Video was not included in the study. However, the holding company stated that viewing time for the standalone app increased by 65% and approached 100 minutes per day.

YouTube became the main driver of growth in video content consumption in Russia in the first half of 2026. The average viewing time on the largest video platforms during this period increased by 6%—to 87.7 minutes per day per user. At the same time, excluding YouTube, this figure would have decreased by 5%, according to Future Lab. Researchers note that the situation was different a year earlier: during the same period, the overall figure on major platforms fell by 27%, while excluding YouTube, it grew by 32%. Experts attribute YouTube’s growing popularity, in particular, to