2x2 is the first animation channel for adults in Russia. Since 2007, the channel has broadcast global and Russian adult animation hits, as well as its own projects. Animation content for adult viewers has not only become a separate art form and subculture, but also a universal language understood by the Millennial and Zoomer generations.

In 2023, the channel rebooted its visual style: it returned Arabic numerals to the logo and presented new ID videos in which the logo “travels” through different worlds and galaxies, thereby demonstrating the diversity of visual styles and meanings under one brand.

2x2 is aimed at an audience from 11 to 34 years old. At the same time, the main viewers of the channel are men and women aged 18-34 years. This is a new generation of adults for whom it is important to maintain an ironic view of the world.

2x2 actively creates and promotes its own content and animation. Over the past 17 years, the channel has aired more than 65 projects of its own production. 2x2 constantly supports and collaborates with young animators, animators, and artists.2x2 also actively broadcasts modern culture and values of the smartphone generation in digital: on the 2x2.Media website, on social networks, on RUTUBE and other media platforms.