Formation of Russian movie hero archetypes, and continued audience growth of TV channels and RUTUBE: Gazprom-Media on key results of the year
Gazprom-Media Holding reports on the key results of the year, including a study of the image of heroes in domestic films and TV series, expansion of international cooperation, exponential growth of the RUTUBE audience, an increase in media consumption time on a number of platforms, and more.
«This year, Gazprom-Media Holding continued to reach new heights in all key areas of its business. We continued shooting our own original content, increasing the production of highly rated TV shows and series, conducted a unique study of the image of Russian heroes in film and television, and strengthened cooperation with foreign partners, especially in China. In addition, we were ahead of the curve and developing digital assets, launching new projects with bloggers and strengthening our leadership in the radio sphere. We had a productive year, but we do not plan to slow down. Onward to new achievements!».
Aleksandr ZharovCEO of Gazprom-Media Holding
Courageous and passionate: a screen hero for the modern Russian
In 2024, Gazprom-Media Holding conducted a large-scale study of the image of a hero in films and series production. It included semiotic analysis of popular domestic films over the past 40 years, interviews with experts, and focus groups with viewers in large and small communities across the country. 43 archetypal characters of interest to Russians were identified. The holding has started to actively use the results of the research in its projects.
Strengthening international cooperation
Gazprom-Media Holding’s key partnerships in 2024 include agreements with China Media Group and leading Chinese technology parks. The documents are aimed at technological developments and the evolvement of the media sphere as a whole. In addition, the Holding Company’s projects are actively filmed abroad.
Digital platforms: increasing audience engagement
In November, the monthly audience (MAU) of the RUTUBE national video hosting site exceeded 70.5 million people, which is 110% more than in November last year (Mediascope, CrossWeb, desktop&mobile, Russia 0+, 12+). The average daily active audience (DAU) in the period from December 3 to 9 was 15.9 million, demonstrating an increase of 3.4 times compared to the same period in 2023 (Mediascope, CrossWeb, desktop&mobile, Russia 0+, 12+). On December 16, the figure reached 19.9 million (Mediascope, CrossWeb, desktop&mobile, Russia 0+, 12+). According to RUTUBE’s internal data, views on the national video hosting site grew 5.6 times year-on-year in January-November 2024. The maximum number of views per month was recorded in November this year at more than 3 billion. Activity of the PREMIER online cinema audience is growing. According to the site’s internal data, the total time spent watching content increased by 24% in September-November 2024 compared to the same period last year. This included a 34% increase in watching on Smart TVs. The leader in the number of users attracted among launches of original projects was the series Plevako.
Viewing growth on the TV market
Media Holding’s TV channels’ combined share of the 14–44 year old audience continued to grow this year, standing at 25.2% as of December 19 (Mediascope, Russia 100+, January 1-December 19, 2024, 14–44). In December 2023, the figure was 24.8% (Mediascope, Russia 100+, January-December 2023, 14–44, % share). In the over 18 viewers segment, NTV ranked second among Russian TV channels for the third year in a row. Its share in this age category of the audience at the end of 2024 was 10% (Mediascope, Russia 0+, January 1-December 1, 2024, 18+, % share). TNT projects are leaders among entertainment shows, comedy programs and series in the 14–44 year-old audience (Mediascope, Russia 100+, January-November 2024, 14–44, rating). As of November this year, Match TV remains the country’s main sports channel, having increased its share by 20% in the audience of 14–59 year-old men in the comparison periods of January-November 2024 and January-December 2023 (Mediascope, Russia 100+, January-November 2024/January-December 2023, men 14–59, share %). As of November 2024, Red Media’s in-house produced TV channels (Cinema Comedy, Movie Mix, Cinema Horror, and Men’s Cinema) were among the top 20 among all themed TV channels in terms of audience share among 25–49 year olds (Mediascope, Russia 100+, January-November 2024, 25–49, % share).
Leader in film content distribution, fairy tale characters on screens and focus on animated feature films
Central Partnership maintains its leadership in the domestic film content distribution market. According to the Film Distribution Bulletin, in the period from January to December 2024, the company’s share of collections was 33.78% (Film Distribution Bulletin, capital competition of 2024 distributors in Russia, period from January 1 to December 1, 2024). Continuing trends include fairy tale characters on the big screens. For example, on January 1, 2025, the film The Wizard of the Emerald City. The Yellow Brick Road produced by Central Partnership, Kinoslovo, CGF, and Nikita Mikhalkov’s TRITE Studio with the support of the Cinema Foundation. The picture will open a franchise based on the fairy tales by Alexander Volkov. The film will be distributed by Central Partnership. Feature production has become a new focus of development for YARKO Animation Company. The first feature film for the company, Doktor Dinozavrov, which is being produced by YARKO in association with Central Partnership, will hit the big screens in August 2025. The total amount of YARKO content produced in 2024 was 1,080 minutes, a 47.9% increase from 2023.
Growth of the blogging community
The Insight People Production Center, which joined Gazprom-Media Holding in November 2023, continues its active development. More than 400 residents joined in 2024. The number of regions where Insight People is present is also growing: from 78 in January to 89 in December.
Leading in the advertising market
Gazprom-Media Holding is the leader among media holdings in terms of the number of brands placed on TV, radio and digital sponsorship. More than 5,000 brands were placed on the Holding Company’s sites in 2024 through the GPM Ads sales house. GPM Advertising’s share in the TV sponsorship segment was 60%.
Radio: regional expansion and the rise of online listening
In 2024, 40 million people (Mediascope, Radio Index — Russia 100+, April-September 2024, Monthly Reach %, 12+) listened to GPM Radio stations every month.In the outgoing year, 75 broadcast outlets were launched. The increase in listening to GPM Radio stations online was 12% compared to the January-November 2024 and 2023 periods (based on internal GPM Radio data).
