01
Introduction and Methodology
1a
Key Theses
This study presents a comprehensive analysis of the CTV audience in Russia, aimed at understanding user behavior, preferences, and usage patterns of this rapidly growing technology.
It also identifies key trends in the development of this strategically important segment of media consumption.
01
CTV - a revolutionary marketing tool
capable of transforming promotion strategies.
02
Frequency and Intensity of CTV Usage
user habits and key motivations.
03
CTV goes beyond the "second screen"
and creates its own ecosystem with unique interaction rules.
04
Portrait of the CTV Audience
who are these users changing traditional media consumption models.
05
The Impact of CTV on Consumer Behavior
and its increasing role as a strategic link in the customer journey structure.
06
CTV at the Intersection of Media and Performance Marketing
where the boundaries lie and how to combine both approaches.
07
Models of Interaction with Content on CTV
why this is not background viewing, but an effective channel for engaging consumers.
08
Multitasking While Watching CTV
what everyday usage scenarios exist.
1b
Research Parameters
Research Method
Structured online survey of respondents.
Sample Formation
Representative online panel with a random quota sample.
Sample Size
1500 respondents.
Demographic Parameters
Residents of cities with a population of over 500,000. The distribution by gender, age, and federal district corresponds to the demographic profile of the Russian population.
Subject of Research
A comprehensive analysis of the Smart TV audience, including owners of OTT and IPTV devices that connect televisions to the internet and provide access to streaming services. The study examines user behavior, content preferences, and media consumption patterns on these platforms in detail.
From the user's perspective, CTV is a television screen connected to the internet for accessing content and additional functionality. Since users commonly use the abbreviation Smart TV, in this study, CTV and Smart TV are considered interchangeable terms.
Additionally, an approximation of CTV penetration data in Russia has been conducted based on an expanded sample of 2973 respondents.
1c
Sample Description
Gender
49%
Men
51%
Women
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Age
13%
18-25 years
22%
26-35 years
30%
36-45 years
19%
46-55 years
16%
56-65 years
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Material Status
High
Above Average
Average
Low
5%
32%
48%
15%
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Size of Settlement
Moscow
Saint Petersburg
Cities with 1 million +
Cities with 500-999 thousand.
39%
38%
11%
12%
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Household Composition
65%
42%
22%
12%
11%
With husband/wife/partner
With child/children under 18 years
With parents or other relatives
With child/children over 18 years
Living alone
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
© Visible
All Rights Reserved
01
Introduction and Methodology
1a
Key Theses
This study presents a comprehensive analysis of the CTV audience in Russia, aimed at understanding user behavior, preferences, and usage patterns of this rapidly growing technology.
It also identifies key trends in the development of this strategically important segment of media consumption.
01
CTV - a revolutionary marketing tool
capable of transforming promotion strategies.
02
Frequency and Intensity of CTV Usage
user habits and key motivations.
03
CTV goes beyond the "second screen"
and creates its own ecosystem with unique interaction rules.
04
Portrait of the CTV Audience
who are these users changing traditional media consumption models.
05
The Impact of CTV on Consumer Behavior
and its increasing role as a strategic link in the customer journey structure.
06
CTV at the Intersection of Media and Performance Marketing
where the boundaries lie and how to combine both approaches.
07
Models of Interaction with Content on CTV
why this is not background viewing, but an effective channel for engaging consumers.
08
Multitasking While Watching CTV
what everyday usage scenarios exist.
1b
Research Parameters
Research Method
Structured online survey of respondents.
Sample Formation
Representative online panel with a random quota sample.
Sample Size
1500 respondents.
Demographic Parameters
Residents of cities with a population of over 500,000. The distribution by gender, age, and federal district corresponds to the demographic profile of the Russian population.
Subject of Research
A comprehensive analysis of the Smart TV audience, including owners of OTT and IPTV devices that connect televisions to the internet and provide access to streaming services. The study examines user behavior, content preferences, and media consumption patterns on these platforms in detail.
From the user's perspective, CTV is a television screen connected to the internet for accessing content and additional functionality. Since users commonly use the abbreviation Smart TV, in this study, CTV and Smart TV are considered interchangeable terms.
Additionally, an approximation of CTV penetration data in Russia has been conducted based on an expanded sample of 2973 respondents.
1c
Sample Description
Gender
49%
Men
51%
Women
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Age
13%
18-25 years
22%
26-35 years
30%
36-45 years
19%
46-55 years
16%
56-65 years
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Material Status
High
Above Average
Average
Low
5%
32%
48%
15%
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Size of Settlement
Moscow
Saint Petersburg
Cities with 1 million +
Cities with 500-999 thousand.
39%
38%
11%
12%
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Household Composition
65%
42%
22%
12%
11%
With husband/wife/partner
With child/children under 18 years
With parents or other relatives
With child/children over 18 years
Living alone
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
© Visible
All Rights Reserved
01
Introduction and Methodology
1a
Key Theses
This study presents a comprehensive analysis of the CTV audience in Russia, aimed at understanding user behavior, preferences, and usage patterns of this rapidly growing technology.
It also identifies key trends in the development of this strategically important segment of media consumption.
01
CTV - a revolutionary marketing tool
capable of transforming promotion strategies.
02
Frequency and Intensity of CTV Usage
user habits and key motivations.
03
CTV goes beyond the "second screen"
and creates its own ecosystem with unique interaction rules.
04
Portrait of the CTV Audience
who are these users changing traditional media consumption models.
05
The Impact of CTV on Consumer Behavior
and its increasing role as a strategic link in the customer journey structure.
06
CTV at the Intersection of Media and Performance Marketing
where the boundaries lie and how to combine both approaches.
07
Models of Interaction with Content on CTV
why this is not background viewing, but an effective channel for engaging consumers.
08
Multitasking While Watching CTV
what everyday usage scenarios exist.
1b
Research Parameters
Research Method
Structured online survey of respondents.
Sample Formation
Representative online panel with a random quota sample.
Sample Size
1500 respondents.
Demographic Parameters
Residents of cities with a population of over 500,000. The distribution by gender, age, and federal district corresponds to the demographic profile of the Russian population.
Subject of Research
A comprehensive analysis of the Smart TV audience, including owners of OTT and IPTV devices that connect televisions to the internet and provide access to streaming services. The study examines user behavior, content preferences, and media consumption patterns on these platforms in detail.
From the user's perspective, CTV is a television screen connected to the internet for accessing content and additional functionality. Since users commonly use the abbreviation Smart TV, in this study, CTV and Smart TV are considered interchangeable terms.
Additionally, an approximation of CTV penetration data in Russia has been conducted based on an expanded sample of 2973 respondents.
1c
Sample Description
Gender
49%
Men
51%
Women
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Age
13%
18-25 years
22%
26-35 years
30%
36-45 years
19%
46-55 years
16%
56-65 years
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Material Status
High
Above Average
Average
Low
5%
32%
48%
15%
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Size of Settlement
Moscow
Saint Petersburg
Cities with 1 million +
Cities with 500-999 thousand.
39%
38%
11%
12%
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
Household Composition
65%
42%
22%
12%
11%
With husband/wife/partner
With child/children under 18 years
With parents or other relatives
With child/children over 18 years
Living alone
Source: Comprehensive Study of the CTV Audience, Visible and Data Insight, 2025
© Visible
All Rights Reserved