Russians exhibit growing fascination with Asian media, ranging from action-packed dramas to historical epics
RUTUBE, a popular video hosting service in Russia, is experiencing a surge in audience growth, particularly in the Far East, attracting a significant number of new users. According to data from Mediascope, the monthly audience of RUTUBE has exceeded 80.1 million people as of January 2025.
Entertainment shows, video games, films, and series are the most popular categories among viewers on RUTUBE. Interestingly, Russian users are increasingly choosing films, series, and music videos from Asia, with Korean and Chinese content dominating the trend.
The Khabarovsk region leads the way with the highest number of regional views on RUTUBE, accounting for 36% of the total. The Primorsky region follows closely with 15%, while the Zabaykalsky region ranks third with 13% of the total views.
The growth in Asian content popularity on RUTUBE is not surprising, given the success of Asian media products in shaping the global entertainment industry. Korean films of various genres, including action, melodramas, and historical epics, are particularly popular among users. Russian viewers have also started actively watching Chinese content.
In 2025, over 100,000 videos in the anime genre were uploaded to RUTUBE, nearly double the amount in 2024 and seven times more than in 2023. This surge in anime content is a testament to the growing interest in Asian media among Russian viewers.
Sergey Kosinsky, Deputy General Director of "Gazprom-Media Holding" and Head of Digital Assets, emphasized the importance of developing RUTUBE in Russia's regions. Kosinsky noted that the Far East is demonstrating significant audience growth on the platform, attracting new users.
Gazprom-Media Holding, the information partner of the VEF-2025, is at the forefront of this development. Alexander Zharov, the CEO of Gazprom-Media Holding, highlighted the importance of expanding RUTUBE's reach in Russia's regions during the Eastern Economic Forum 2025.
As of January 2025, the total number of views on RUTUBE has exceeded one billion, which is 11.4 times more than the same period last year. This remarkable growth is a testament to the platform's increasing popularity and its role in shaping Russia's digital entertainment landscape.
The Chinese animated film "Nejia defeats the Dragon King" has also made a significant impact, becoming the highest-grossing animation of all time. This success further underscores the growing influence of Asian media on the global stage.
