VKontakte surpasses YouTube in monthly audience reach in Russia for first time

In December 2024, VKontakte’s monthly audience in Russia surpassed YouTube’s for the first time, RBC reported, citing data from the media research firm Mediascope.

The analysis included individuals aged 12 and older in the country who accessed the platform at least once during the month, either via the website or app. According to Mediascope, VKontakte’s monthly reach among Russian users was nearly 92 million, compared to YouTube’s 89.6 million.

YouTube’s audience in Russia has been steadily declining since August, when users began complaining about the platform slowing down, RBC noted.

VKontakte attributed its audience growth to the expansion of its VK Video and VK Clips platforms. A company representative said both services had “updated recommendation algorithms, expanded their library of original content, and introduced new monetization tools for creators.”

Disruptions to YouTube in Russia have been ongoing since July 2024. That month, a source in Russia’s telecommunications industry told Meduza the government was deliberately throttling the platform. By mid-December, users reported even greater difficulties accessing the platform.

Russian officials have blamed the disruptions on Google, alleging the slowdown stems from issues with the Google Global Cache service. Google has denied these claims.