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Media Consumption in Russia – 2020 Deloitte CIS Research Center, Moscow October 2020 Contents

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Media Consumption in Russia – 2020 Deloitte CIS Research Center, Moscow October 2020 Contents Media Consumption in Russia – 2020 Deloitte CIS Research Center, Moscow October 2020 Contents 01 Foreword 01 Foreword 3 06 Technology and media consumption 28 02 Research methodology Attitudes towards new gadgets 29 Russian household ownership of media devices 30 03 Key findings Popularity of smartphone features 33 02 Research methodology 4 Messengers 34 04 Media consumption in Russia Access to media channels by connection type 35 05 Data content and usage patterns Technology 03 Key findings 5 Attitudes towards advertising 36 06 07 Tolerance and perceived usefulness of various advertising channels 37 and media consumption Advertising by product category 40 07 Attitudes towards advertising Ad blockers 41 Media consumption in Russia 11 04 08 Media consumption in figures Media consumption by category 12 Russians as media users 15 08 Media consumption in figures 42 Media usage throughout the day 16 Russian media consumption in figures 43 09 Contacts Media consumption practices 17 Changes in media consumption in 2016–2020 18 Video games 19 09 Contacts 44 Data content and usage patterns 20 05 News sources 21 Media source ranking by trust level 22 Attitudes towards the media: Russian or foreign source? 23 The most popular content for each media 24 Frequency of visits to Internet resources 25 Popularity of Internet resources 26 Video content 27 02 Media Consumption in Russia – 2020 Foreword 01 Foreword 02 Research methodology We are proud to present the results We noted an increase in gaming, which of our annual comprehensive study garnered a media usage index of 11% this year 03 Key findings of media consumption in Russia. (+4 pp vs. 2019), even though the percentage of respondents who reported playing games While continuing to look at media trends decreased for all categories (to 39%). This was 04 Media consumption in Russia and content consumption across all key due to the fact that respondents are spending channels, this year’s report will focus more time gaming (+16 minutes on weekdays 05 Data content and usage patterns on how quarantine measures affected media and +46 minutes at weekends). Technology consumption in Russia, both during and after 06 and media consumption the lockdown. The use of both qualitative Russians have also changed in their attitudes Olga Tabakova (focus groups and interviews) and quantitative towards advertising. Focus group sessions 07 Attitudes towards advertising Partner (the nationwide survey) methods of data suggested oversaturation across various CIS TMT Industry Leader collection and analysis helped us gain a deeper advertising channels, and especially on the 09 Media consumption in figures Deloitte CIS understanding of the core trends and map out Internet. Bright and loud advertising in video potential benefits for market players. and audio content is perceived quite negatively, 09 Contacts while users find it distracting and annoying Lockdown measures had a significant impact when websites have a large number on how Russians consumed media. On the one of various banners ads. This is why almost hand, the media usage index1 demonstrated half of our respondents use or intend to use significant year-on-year growth (+23%) with ad blocking software on their devices. surges in usage for almost all types of online activity, most notably podcasts (+16 pp to 53%), You can find out more about the above streaming movies and videos (+20 pp to 70%), trends and the many others uncovered online shopping (+12 pp to 87%), music through our research in this report. and radio (+14 pp to 87%). While many media channels (television, print media, etc.) We hope that our findings will help companies saw their audience share decline compared develop strategies that will equip them to better to 2019, respondents’ engagement serve their existing and target customers. and time spent with their preferred media If you have any questions, please contact channel increased markedly in 2020. us by email at [email protected]. 1 The media usage index is calculated as follows: [the percentage of respondents indicating higher usage minus the percentage indicating lower usage] 03 Media Consumption in Russia – 2020 Research methodology 01 Foreword 02 Research methodology Purpose Goals Data collection methods Legend To study Russian media consumption We used both qualitative and quantitative • Look into how Russians’ media Men 03 Key findings trends in 2020. data collection methods, namely: consumption has changed over the last Women five years (2016–2020); • An online survey of a representative Target group 04 Media consumption in Russia socio-demographic sample Russian Internet users aged 14 and over • Take a detailed look at Russians’ media High income of the Russian population. (as the survey was conducted online) behavior, the information channels they 05 Data content and usage patterns The survey was conducted in June 2020; Medium income [“Russians”]. use, what they are interested in, how Technology much time they spend consuming media • Focus group sessions, conducted Low income 06 and media consumption Limitations of research services, and how COVID-related online due to lockdown measures. Cities (over 1 million people) Considering the current level of Internet restrictions have changed consumption; Two focus groups involving 10 people 07 Attitudes towards advertising penetration among Russians1, our sample were conducted in September 2020; • Assess the Russians’ level of trust Cities (500,000–1 million people) tends to be biased towards Internet users. 08 Media consumption in figures in various information sources; • Interviews with industry leaders. Cities (less than 500,000 people) • Analyze what devices are used Research sample Secondary education or less 09 Contacts to consume media content; Research sample A multistage Higher education, university graduate • Assess the Russians’ tolerance for advertising, and stratified sample of the Russian including by type of media activity; population by gender, age and settlement type: 1,600 people from eight federal • Conduct a comparative analysis districts and at least 200 settlements. of the identified consumer profiles for various types of media activity. 1 According to Russian Public Opinion Research Center (VCIOM), Internet penetration among Russians over the age of 18 was 83% in June 2020. 04 Media Consumption in Russia – 2020 Key findings 01 Foreword 02 Research methodology Top five online video services, %* Trends YouTube 92 • The gradual decline in the percentage of Russians using Most popular types of content 03 Key findings VKontakte 33 television is persisting. Our 2020 survey shows that 88% Yandex 25 of respondents have watched TV in the last two weeks, 04 Media consumption in Russia which is the lowest result in the last five years (2015: 94%). 95% 86% 79% 71% Instagram 15 However, respondents who still watch TV indicated significantly Odnoklassniki 05 Data content and usage patterns 14 higher usage of television (+28%) in 2020. For comparison, * Films News TV series Science The majority of respondents TV’s media usage index was -4% in 2019. Technology 06 and educational use two or more online video services and media consumption content • The percentage of TV viewers who are switching to Internet Increase compared to 2019 TV continued to grow, while the popularity of other connection 07 Attitudes towards advertising types fell. The share of respondents who use Internet TV rose to 43% (from 41% in 2019 and 38% in 2018), while the share 08 Media consumption in figures TV in the last +1 pp = 0 pp 5 pp +21 pp -3 pp who use personal cable and community antenna fell to 30% vs. 88% two weeks and 23% respectively (from 35% and 27% in 2019 respectively). 2019 09 Contacts • Moreover, the percentage of users using their smartphones and PCs to watch TV continues to rise. In 2020, 70% of respondents used their smartphones (+9 pp vs. 2019) and 65% of respondents watched TV on their PCs (+6 pp vs. 2019). Connection TV watching behavior Devices used to watch • Films, news and TV series remain the most popular types on weekdays/weekends TV and change vs. 2019 of TV content. Of TV users, 95% watch movies (+1 pp vs. 2019), Internet TV 86% watch news content (the same as in 2019), and 79% watch I switch on the TV TV set TV series (+5% vs. 2019). Popular science and educational to find something to watch. 43% programs benefitted from the greatest increase in popularity 32/37 % If there is nothing interesting, +2 pp 97% among respondents in 2020 (71%, +21 pp vs. 2019). Personal cable I just leave it on in the background and/or watch the show Smartphone 30% that seems the most interesting 70% +9 pp Community antenna I turn on the TV to watch Desktop PC a specific program 23% % 24/22 65% +6 pp 05 Media Consumption in Russia – 2020 Key findings 01 Foreword 02 Research methodology Top five podcast categories, %, Trends and percentage point change vs. 2019 • The rapid decline in radio usage has 03 Key findings Movies, music, art 78 +4 slowed down since 2015, stabilizing at 56% News 73 +4 in 2019–2020 (59% in 2018 and 62% in 2017). 04 Media consumption in Russia Popular science and education 68 -1 • Foreign music and Russian music remain Politics and society 66 +2 the most popular types of radio content 05 Data content and usage patterns (89% and 87%, respectively). The popularity Theme programs 62 - Technology Top categories of radio as a source of news continues 06 and changes vs. 2019 and media consumption to decline as the importance of social media, Average podcast minutes blogs and online videos grows. 07 Attitudes towards advertising listening time per day • The most popular devices used to listen 89% 87% 76 % 44 to the radio on weekdays and at weekends 08 Media consumption in figures include car stereos (41%), radios at home Foreign Russian News Devices used to listen to the radio 09 Contacts music music (23%) and smartphones (16%).
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