Our research conducted with a sample of Russian users aged 18–64 shows that social media continues to be a strong and influential engagement ecosystem across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) can differ significantly. Some platforms with modest reach may deliver exceptionally strong daily engagement — or the opposite. For complete datasets, base sizes, and the full country report, Datambar can be contacted. The insights below are provided in limited scope for advertisers, researchers, academics, students, and other decision‑makers.

• Telegram leads daily engagement: Daily usage reaches 87%, especially strong among ages 18–24 (90%) and 35–44 (89.3%). It remains a powerful platform for both young and mature audiences.
• VK provides high local reach: Daily usage stands at 69%, with stronger usage among women (71.1%) and peak engagement among ages 35–44 (77.3%).
• YouTube remains a consistent go‑to platform: Daily usage reaches 71%, especially notable among men (75.9%), and strong engagement among ages 18–24 (73.3%) and 35–44 (75.1%).
• TikTok is highly relevant among younger users: Daily usage is 71%, peaking at 84.4% in the 18–24 segment and 75.7% in the 25–34 group.
• Instagram shows solid performance for visual content: Daily usage stands at 58%, with balanced engagement among women (58.7%) and strong activity among ages 18–24 (62.2%).
• Pinterest remains female‑focused: Overall usage is 17%, rising to 25.7% among women. Daily usage reaches 35%, making it ideal for lifestyle‑driven strategies.
• X (Twitter) supports news and commentary: Daily usage reaches 48%, especially high among men (52.2%) and users aged 45–54 (50%).
• Twitch and Reddit appeal to niche digital communities: Daily usage reaches 43% on Twitch and 29% on Reddit — particularly strong among tech‑oriented and gaming audiences.
• Snapchat shows youth‑focused engagement: Daily usage is 35%, with stronger appeal among ages 18–24 (37.5%).

🎯 Strategic Recommendations

• Broad reach and daily engagement: Telegram + VK
• Youth targeting: TikTok + Instagram + YouTube
• Female‑focused campaigns: Pinterest + Instagram
• Male‑skewed & news‑driven content: X (Twitter) + Reddit
• Mature audiences: VK + Telegram + YouTube