Gazprom-Media Holding increases total audience numbers of young TV viewers in 2021

Gazprom-Media Holding is summarising TV viewing habits for 2021 based on Mediascope data. According to the year’s results, the Holding has maintained its leadership position in terms of the total number of television viewers among the most progressive and commercially attractive TV audience group, aged 14-44. The Holding has maintained this leading position for 10 years*.

In 2021, Gazprom-Media Holding’s total viewership share increased by 1.2% to 26.9% (from 26.6% in 2020). This growth is credited to the regular release of new and premiere content on the Holding’s television channels, the restoration of sports broadcasting to its normal volumes and the return of major sports competitions.

Gazprom-Media Holding’s federal TV channels showed a total of more than 206 premiere projects in 2021. This included the sequels of popular shows and TV series, as well as completely new projects and formats. The main sports channel of the country, Match TV, broadcast 50 major Russian and international sporting events. 

The Holding’s TV channels showed stable performance indicators in terms of TV viewership share in 2021. A number of channels showed growth in their target audiences as compared to 2020**.

●    The share of Match TV sports channel among the audience group “Men 14-59” increased by 37% and added up to 3.5%. 

●    The share of TNT channel increased by 2% and added up to 8.8% among viewers aged 14-44.

●    TNT4 finished 2021 with a share growth of 29%. The channel’s share is 1.1%. 

●    The audience of Friday! TV channel has seen steady growth over the past eight years. In 2021, the channel’s share increased by 3% and added up to 4.3%. Between 2014 and 2021, the channel’s rating increased by 37% even while general TV viewership decreased by 30% across the market over the same period***. 

●    Subbota!, the new entertainment channel for modern and active women aged 18 to 45, was launched in 2021. The channel’s share added up to 1.3%, which is 44% higher than the indicators of its predecessor. 

●    TV-3 channel is maintaining stable performance indicators: the channel’s share in 2021 was 4.5%, which matches 2020 numbers.

●    NTV has remained one of the country’s three main TV channels among 18+ viewers for more than 25 years and continues to hold this position. In 2021, the channel’s share was 9%. 

*Mediascope, Russia, cities with a population of 100,000+, 2011-2020, 01.01.2021-12.31.2021, audience 14-44: NTV, Match TV, TNT, TV-3, Friday!, Subbota!, TNT4, 2x2 channels, share (%)

**Mediascope, Russia, cities with a population of 100,000+, 01.01.2020-12.31.2020, 01.01.2021-12.31.2021, average share of TV channels among target audiences: “All 14-44” for TNT, TNT4, TV-3, Friday!; “Women 18-45” for Subbota!; “Men 14-59” for Match TV; “18+” for NTV, share (%)

***Mediascope, Russia, cities with a population of 100,000+, 2014-2021, Total TV, audience 14-44, share (%), rating (%)