02
CTV Penetration and User Characteristics
2a
CTV penetration in Russia
Popularity of Smart TVs in Russia
We observe a steady penetration of technology into everyday media practices. Smart TVs are establishing themselves as the new standard for home screens, reaching two-thirds of the urban audience.
This makes the platform not just an alternative to linear TV, but the foundation of digital everyday life in households.
7 out of 10
city dwellers watch Smart TV
Smart TV usage in the last 6 months
68%
Used Smart TV
32%
Did not use Smart TV
Assessment based on online survey data, May 2025, Russia, N=2973; Used Smart TV in the last 6 months, including OTT and IPTV set-top boxes
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Smart TV audience in Russia
CTV covers all key segments.
Smart TV has become an integral part of modern media consumption. It is actively used by representatives of all age groups — from advanced young users to conservative older viewers. The technological barrier has practically disappeared.
The most active audience consists of people aged 26-45 — economically active, digital consumers with high purchasing power. They are open to innovative formats and ready to engage with interactive content.
Age
18-25
26-35
36-45
46-55
56-64
61%
65%
74%
72%
68%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Gender
100
90
80
70
60
50
40
30
20
10
0
100%
71%
100%
68%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Geography of Smart TV in Russia
CTV in Russia is not a capital phenomenon, but a mature, geographically scalable digital platform.
Its reach is not limited to federal centers. The technology has organically integrated into the daily lives of users across the country.
Regional penetration
Central Federal District
(not Moscow)
Southern Federal District
North Caucasian Federal District
Volga Federal District
Ural Federal District
Siberian Federal District
Far Eastern Federal District
67%
64%
70%
67%
72%
75%
64%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Size of the settlement
Moscow
Saint Petersburg
Cities with 1 million+
Cities with 500-999 thousand
67%
69%
70%
71%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
2b
Usage intensity
Number of Smart TV devices
The era of personalization is coming — 11% of households use different services, subscriptions, and accounts on each device.
Such behavior was previously characteristic only of smartphones and personal gadgets.
This marks the beginning of a new era of media consumption, where each family member can customize content to their preferences.
Number of devices
66%
One
28%
Two
6%
Three or more
Question: "How many Smart TV devices do you have at home?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Reasons for having more than one device
For different rooms
Each family member has their own TV
Different technical capabilities
Different connected services
11%
15%
25%
78%
Question: "Why do you need multiple Smart TV devices?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Duration of Smart TV usage
Smart TV is an everyday technology for most Russians.
80% of users have experience using it for over a year, and every fourth user has been using it for more than five years. This indicates that the platform is establishing itself as a stable media channel and a familiar home interface.
Notably, newcomers make up one-fifth of the audience — the market is saturating, but the emergence of new users indicates that audience expansion continues.
80%
Users have been using Smart TV for over a year
Total duration of Smart TV usage
Less than 6 months
From 6 to 12 months
1-2 years
2-3 years
3-5 years
More than 5 years
25%
20%
18%
17%
12%
8%
Question: "How long have you been using Smart TV?" N=2034
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Duration of Smart TV usage: Age
It is the youth aged 18-25 that brings in new users.
This indicates a growth in organic penetration among the young audience, which is entering a phase of independent content consumption and technology purchasing.
In older age categories (from 26 to 64 years), Smart TV is already firmly embedded in media behavior: the share of "experienced" users exceeds 80%, reaching 88% in the older age group. This suggests that Smart TV is not a temporary trend.
every 3rd
of young users is a newcomer
Duration of Smart TV usage among different age groups
18-25
26-35
36-45
46-55
56-64
12%
88%
20%
80%
17%
83%
18%
82%
35%
65%
Newcomers
Experienced
Question: "How long have you been using Smart TV?" N=2034
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Frequency of Smart TV usage
Screen time and usage frequency are approaching TV viewing levels.
Smart TV has become an integral part of media consumption for Russians, forming a stable consumer habit.
The youth audience shows lower usage frequency due to objective limitations (lack of personal housing, shared living), but at the same time, it is a key source of new user influx.
Overall usage frequency
68%
Several times a week or more
8%
Once a week
7%
Several times a month or less
Question: "How often do you use Smart TV?" N=2034
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Usage frequency among different age groups
18-25
26-35
36-45
46-55
56-64
88%
87%
88%
88%
67%
8%
7%
7%
6%
18%
4%
6%
5%
6%
15%
Several times a week or more
Once a week
Several times a month or less
Question: "How often do you use Smart TV?" N=2034
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
53%
spend in front of the screen from 1 to 2 hours
31%
watch Smart TV for more than 2 hours straight
Average viewing session duration
Less than 30 minutes
30-59 minutes
1-2 hours
3-4 hours
More than 4 hours
9%
22%
53%
14%
1%
Question: "How long does your average Smart TV viewing session last?" N=1491
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
2c
Technical Infrastructure
Smart TV Features
Smart TV is perceived not just as a "screen for video," but as a multifunctional digital device integrated into a broader user experience.
Personalization features (recommendations, voice, streaming, user customization) have already gone beyond early adopters.
The use of these features confirms that Smart TV has become an intelligent platform.
only 8%
do not use Smart features
In-demand Smart TV Features
Built-in apps (streaming, YouTube, browser, games, etc.)
Internet search
Voice control
Casting from smartphone/computer to Smart TV
Smart recommendations
Recording video content
Screen splitting into multiple parts
Parental control
Smart home management
Gesture control
4%
9%
11%
12%
18%
31%
35%
35%
47%
51%
Question: "What Smart TV features have you used in the last month?" N=1501
Source: Comprehensive CTV Audience Research, Visible and Data Insight, 2025
What features do users feel are lacking
Users expect more.
CTV platforms are entering a phase of quality UX demands. Users expect speed, flexibility, personalization, and control.
We observe a clear demand for compliance with the standards set by mobile and web platforms.
only 30%
of users do not feel the need for additional features
this figure is 15% lower among the youth aged 18-25, who are clearly more demanding regarding maximum customization of Smart TV.
What features do users feel are lacking?
The ability to disable unnecessary features
Fast operation and loading of pages and apps
The ability to install apps that are not available in official stores
Convenient control via mobile app
Customization of ad display
A more user-friendly and understandable interface
A smarter voice assistant
More personalized and accurate content recommendations
Control of other smart devices through Smart TV
Screen splitting into multiple parts
Enhanced gaming features
Improved parental control settings
5%
6%
6%
8%
10%
15%
15%
18%
19%
22%
26%
30%
Question: "What features or capabilities do you think are lacking in Smart TV?" N=1501
Source: Comprehensive CTV Audience Research, Visible and Data Insight, 2025
2d
Advantages and disadvantages of Smart TV
Key advantages of Smart TV
The main advantages are concentrated in two areas:
Physical and visual qualities:
screen
sound
eye comfort
Functional and behavioral conveniences:
all-in-one device
habit
shared use
background viewing
High-income users demonstrate increased demands for functionality and interface, preferring technology.
Main advantages of Smart TV
59%
+5%
46-55 years old
50%
+6%
26-35 years old
-5%
56-64 years old
46%
+11%
56-64 years old
+6%
high income
45%
44%
+5%
56-64 years old
41%
+6%
56-64 years old
+5%
46-55 years old
38%
32%
+6%
46-55 years old
28%
+8%
18-25 years old
-5%
36-45 years old
+11%
high income
24%
+11%
low income
Large screen with good image quality
You can watch on a large screen with others
Smart TV has many functions at once
Eyes do not get tired
You can do other things at the same time
Used to watching TV as the main device
No need to charge
Quality sound
Like the interface and convenience
Control with a remote
Significantly above average
Significantly below average
Question: "Why do you prefer using Smart TV over other devices (laptop, phone, tablet)?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Disadvantages of Smart TV
The main disadvantages of Smart TV, according to users, are related to content unavailability due to cost or restrictions imposed in Russia.
30%
Users do not see any disadvantages.
However, among the youth aged 18-25, this figure is lower by -9%, while among high-income users, it is higher by +8%.
Main disadvantages of Smart TV
High subscription prices
Certain applications cannot be used due to restrictions in Russia.
Little free content
Intrusive ads (in applications)
Slow interface performance
Internet connectivity issues
Difficulties with updates
Complicated controls
Poor performance of voice control
Missing necessary applications
Low security of personal data
Difficulties with synchronization
7%
8%
8%
8%
+6%
Ages 18-25
8%
+5%
Ages 18-25
9%
+5%
Ages 18-25
9%
12%
23%
+7%
Ages 55-64
28%
+8%
Ages 46-55
29%
+8%
Ages 18-25
29%
+5%
Ages 55-64
Significantly above average
Question: "What do you dislike about Smart TV?" N=1501
Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025
2e
Key Findings
Widespread Penetration
Smart TVs have become the new standard for home screens, reaching 2/3 of urban households.
The technology has integrated into users' daily lives across the country, not limited to metropolitan areas.
High Usage Intensity
Most users have over a year of experience, with a quarter having more than 5 years. This indicates that Smart TVs are becoming an integral part of media consumption.
Young people aged 18-25 are a key source of new user influx, demonstrating active technology penetration.
Multifunctionality of Smart TVs
Users perceive Smart TVs not just as "screens for video," but as multifunctional digital devices with a wide range of capabilities, such as personalization, voice control, and integration with other devices.
© Visible
All Rights Reserved
02
CTV Penetration and User Characteristics
2a
CTV penetration in Russia
Popularity of Smart TVs in Russia
We observe a steady penetration of technology into everyday media practices. Smart TVs are establishing themselves as the new standard for home screens, reaching two-thirds of the urban audience.
This makes the platform not just an alternative to linear TV, but the foundation of digital everyday life in households.
7 out of 10
city dwellers watch Smart TV
Smart TV usage in the last 6 months
68%
Used Smart TV
32%
Did not use Smart TV
Assessment based on online survey data, May 2025, Russia, N=2973; Used Smart TV in the last 6 months, including OTT and IPTV set-top boxes
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Smart TV audience in Russia
CTV covers all key segments.
Smart TV has become an integral part of modern media consumption. It is actively used by representatives of all age groups — from advanced young users to conservative older viewers. The technological barrier has practically disappeared.
The most active audience consists of people aged 26-45 — economically active, digital consumers with high purchasing power. They are open to innovative formats and ready to engage with interactive content.
Gender
100
90
80
70
60
50
40
30
20
10
0
100%
71%
100%
68%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Age
18-25
26-35
36-45
46-55
56-64
61%
65%
74%
72%
68%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Geography of Smart TV in Russia
CTV in Russia is not a capital phenomenon, but a mature, geographically scalable digital platform.
Its reach is not limited to federal centers. The technology has organically integrated into the daily lives of users across the country.
Regional penetration
Central Federal District
(not Moscow)
Southern Federal District
North Caucasian Federal District
Volga Federal District
Ural Federal District
Siberian Federal District
Far Eastern Federal District
67%
64%
70%
67%
72%
75%
64%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Size of the settlement
Moscow
Saint Petersburg
Cities with 1 million+
Cities with 500-999 thousand
67%
69%
70%
71%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
2b
Usage intensity
Number of Smart TV devices
The era of personalization is coming — 11% of households use different services, subscriptions, and accounts on each device.
Such behavior was previously characteristic only of smartphones and personal gadgets.
This marks the beginning of a new era of media consumption, where each family member can customize content to their preferences.
Number of devices
66%
One
28%
Two
6%
Three or more
Question: "How many Smart TV devices do you have at home?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Reasons for having more than one device
For different rooms
Each family member has their own TV
Different technical capabilities
Different connected services
11%
15%
25%
78%
Question: "Why do you need multiple Smart TV devices?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Duration of Smart TV usage
Smart TV is an everyday technology for most Russians.
80% of users have experience using it for over a year, and every fourth user has been using it for more than five years. This indicates that the platform is establishing itself as a stable media channel and a familiar home interface.
Notably, newcomers make up one-fifth of the audience — the market is saturating, but the emergence of new users indicates that audience expansion continues.
80%
Users have been using Smart TV for over a year
Total duration of Smart TV usage
Less than 6 months
From 6 to 12 months
1-2 years
2-3 years
3-5 years
More than 5 years
25%
20%
18%
17%
12%
8%
Question: "How long have you been using Smart TV?" N=2034
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Duration of Smart TV usage: Age
It is the youth aged 18-25 that brings in new users.
This indicates a growth in organic penetration among the young audience, which is entering a phase of independent content consumption and technology purchasing.
In older age categories (from 26 to 64 years), Smart TV is already firmly embedded in media behavior: the share of "experienced" users exceeds 80%, reaching 88% in the older age group. This suggests that Smart TV is not a temporary trend.
every 3rd
of young users is a newcomer
Duration of Smart TV usage among different age groups
18-25
26-35
36-45
46-55
56-64
12%
88%
20%
80%
17%
83%
18%
82%
35%
65%
Newcomers
Experienced
Question: "How long have you been using Smart TV?" N=2034
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Frequency of Smart TV usage
Screen time and usage frequency are approaching TV viewing levels.
Smart TV has become an integral part of media consumption for Russians, forming a stable consumer habit.
The youth audience shows lower usage frequency due to objective limitations (lack of personal housing, shared living), but at the same time, it is a key source of new user influx.
Overall usage frequency
68%
Several times a week or more
8%
Once a week
7%
Several times a month or less
Question: "How often do you use Smart TV?" N=2034
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Usage frequency among different age groups
18-25
26-35
36-45
46-55
56-64
88%
87%
88%
88%
67%
8%
7%
7%
6%
18%
4%
6%
5%
6%
15%
Several times a week or more
Once a week
Several times a month or less
Question: "How often do you use Smart TV?" N=2034
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
53%
spend in front of the screen from 1 to 2 hours
31%
watch Smart TV for more than 2 hours straight
Average viewing session duration
Less than 30 minutes
30-59 minutes
1-2 hours
3-4 hours
More than 4 hours
9%
22%
53%
14%
1%
Question: "How long does your average Smart TV viewing session last?" N=1491
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
2c
Technical Infrastructure
Smart TV Features
Smart TV is perceived not just as a "screen for video," but as a multifunctional digital device integrated into a broader user experience.
Personalization features (recommendations, voice, streaming, user customization) have already gone beyond early adopters.
The use of these features confirms that Smart TV has become an intelligent platform.
only 8%
do not use Smart features
In-demand Smart TV Features
Built-in apps (streaming, YouTube, browser, games, etc.)
Internet search
Voice control
Casting from smartphone/computer to Smart TV
Smart recommendations
Recording video content
Screen splitting into multiple parts
Parental control
Smart home management
Gesture control
4%
9%
11%
12%
18%
31%
35%
35%
47%
51%
Question: "What Smart TV features have you used in the last month?" N=1501
Source: Comprehensive CTV Audience Research, Visible and Data Insight, 2025
What features do users feel are lacking
Users expect more.
CTV platforms are entering a phase of quality UX demands. Users expect speed, flexibility, personalization, and control.
We observe a clear demand for compliance with the standards set by mobile and web platforms.
only 30%
of users do not feel the need for additional features
this figure is 15% lower among the youth aged 18-25, who are clearly more demanding regarding maximum customization of Smart TV.
What features do users feel are lacking?
The ability to disable unnecessary features
Fast operation and loading of pages and apps
The ability to install apps that are not available in official stores
Convenient control via mobile app
Customization of ad display
A more user-friendly and understandable interface
A smarter voice assistant
More personalized and accurate content recommendations
Control of other smart devices through Smart TV
Screen splitting into multiple parts
Enhanced gaming features
Improved parental control settings
5%
6%
6%
8%
10%
15%
15%
18%
19%
22%
26%
30%
Question: "What features or capabilities do you think are lacking in Smart TV?" N=1501
Source: Comprehensive CTV Audience Research, Visible and Data Insight, 2025
2d
Advantages and disadvantages of Smart TV
Key advantages of Smart TV
The main advantages are concentrated in two areas:
Physical and visual qualities:
screen
sound
comfort for the eyes
Functional and behavioral conveniences:
everything in one device
habit
shared usage
background viewing
High-income users demonstrate increased demands for functionality and interface, preferring technology.
Main advantages of Smart TV
59%
+5%
46-55 years old
50%
+6%
26-35 years old
-5%
56-64 years old
46%
+11%
56-64 years old
+6%
high income
45%
44%
+5%
56-64 years old
41%
+6%
56-64 years old
+5%
46-55 years old
38%
32%
+6%
46-55 years old
28%
+8%
18-25 years old
-5%
36-45 years old
+11%
high income
24%
+11%
low income
Large screen with good image quality
You can watch on a large screen with others
Smart TV has many functions at once
Eyes do not get tired
You can do other things at the same time
Used to watching TV as the main device
No need to charge
Quality sound
Like the interface and convenience
Control with a remote
Significantly above average
Significantly below average
Question: "Why do you prefer using Smart TV over other devices (laptop, phone, tablet)?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Disadvantages of Smart TV
The main disadvantages of Smart TV, according to users, are related to content unavailability due to cost or restrictions imposed in Russia.
30%
Users do not see any disadvantages.
However, among the youth aged 18-25, this figure is lower by -9%, while among high-income users, it is higher by +8%.
Main disadvantages of Smart TV
7%
8%
8%
8%
+6%
Ages 18-25
8%
+5%
Ages 18-25
9%
+5%
Ages 18-25
9%
12%
23%
+7%
Ages 55-64
28%
+8%
Ages 46-55
29%
+8%
Ages 18-25
29%
+5%
Ages 55-64
High subscription prices
Certain applications cannot be used due to restrictions in Russia.
Little free content
Intrusive ads (in applications)
Slow interface performance
Internet connectivity issues
Difficulties with updates
Complicated controls
Poor performance of voice control
Missing necessary applications
Low security of personal data
Difficulties with synchronization
Significantly above average
Question: "What do you dislike about Smart TV?" N=1501
Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025
2e
Key Findings
Widespread Penetration
Smart TVs have become the new standard for home screens, reaching 2/3 of urban households.
The technology has integrated into users' daily lives across the country, not limited to metropolitan areas.
High Usage Intensity
Most users have over a year of experience, with a quarter having more than 5 years. This indicates that Smart TVs are becoming an integral part of media consumption.
Young people aged 18-25 are a key source of new user influx, demonstrating active technology penetration.
Multifunctionality of Smart TVs
Users perceive Smart TVs not just as "screens for video," but as multifunctional digital devices with a wide range of capabilities, such as personalization, voice control, and integration with other devices.
© Visible
All Rights Reserved
02
CTV Penetration and User Characteristics
2a
CTV penetration in Russia
Popularity of Smart TVs in Russia
We observe a steady penetration of technology into everyday media practices. Smart TVs are establishing themselves as the new standard for home screens, reaching two-thirds of the urban audience.
This makes the platform not just an alternative to linear TV, but the foundation of digital everyday life in households.
7 out of 10
city dwellers watch Smart TV
Smart TV usage in the last 6 months
68%
Used Smart TV
32%
Did not use Smart TV
Assessment based on online survey data, May 2025, Russia, N=2973; Used Smart TV in the last 6 months, including OTT and IPTV set-top boxes
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Smart TV audience in Russia
CTV covers all key segments.
Smart TV has become an integral part of modern media consumption. It is actively used by representatives of all age groups — from advanced young users to conservative older viewers. The technological barrier has practically disappeared.
The most active audience consists of people aged 26-45 — economically active, digital consumers with high purchasing power. They are open to innovative formats and ready to engage with interactive content.
Gender
100
90
80
70
60
50
40
30
20
10
0
100%
71%
100%
68%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Age
18-25
26-35
36-45
46-55
56-64
61%
65%
74%
72%
68%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Geography of Smart TV in Russia
CTV in Russia is not a capital phenomenon, but a mature, geographically scalable digital platform.
Its reach is not limited to federal centers. The technology has organically integrated into the daily lives of users across the country.
Regional penetration
Central Federal District
(not Moscow)
Southern Federal District
North Caucasian Federal District
Volga Federal District
Ural Federal District
Siberian Federal District
Far Eastern Federal District
67%
64%
70%
67%
72%
75%
64%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Size of the settlement
Moscow
Saint Petersburg
Cities with 1 million+
Cities with 500-999 thousand
67%
69%
70%
71%
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
2b
Usage intensity
Number of Smart TV devices
The era of personalization is coming — 11% of households use different services, subscriptions, and accounts on each device.
Such behavior was previously characteristic only of smartphones and personal gadgets.
This marks the beginning of a new era of media consumption, where each family member can customize content to their preferences.
Number of devices
66%
One
28%
Two
6%
Three or more
Question: "How many Smart TV devices do you have at home?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Reasons for having more than one device
For different rooms
Each family member has their own TV
Different technical capabilities
Different connected services
11%
15%
25%
78%
Question: "Why do you need multiple Smart TV devices?" N=1501
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Duration of Smart TV usage
Smart TV is an everyday technology for most Russians.
80% of users have experience using it for over a year, and every fourth user has been using it for more than five years. This indicates that the platform is establishing itself as a stable media channel and a familiar home interface.
Notably, newcomers make up one-fifth of the audience — the market is saturating, but the emergence of new users indicates that audience expansion continues.
80%
Users have been using Smart TV for over a year
Total duration of Smart TV usage
Less than 6 months
From 6 to 12 months
1-2 years
2-3 years
3-5 years
More than 5 years
25%
20%
18%
17%
12%
8%
Question: "How long have you been using Smart TV?" N=2034
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Duration of Smart TV usage: Age
It is the youth aged 18-25 that brings in new users.
This indicates a growth in organic penetration among the young audience, which is entering a phase of independent content consumption and technology purchasing.
In older age categories (from 26 to 64 years), Smart TV is already firmly embedded in media behavior: the share of "experienced" users exceeds 80%, reaching 88% in the older age group. This suggests that Smart TV is not a temporary trend.
every 3rd
of young users is a newcomer
Duration of Smart TV usage among different age groups
18-25
26-35
36-45
46-55
56-64
12%
88%
20%
80%
17%
83%
18%
82%
35%
65%
Newcomers
Experienced
Question: "How long have you been using Smart TV?" N=2034
Source: Comprehensive CTV Audience Study, Visible and Data Insight, 2025
Frequency of Smart TV usage
Screen time and usage frequency are approaching TV viewing levels.
Smart TV has become an integral part of media consumption for Russians, forming a stable consumer habit.
The youth audience shows lower usage frequency due to objective limitations (lack of personal housing, shared living), but at the same time, it is a key source of new user influx.
Overall usage frequency
85%
Several times a week or more
8%
Once a week
7%
Several times a month or less
Question: "How often do you use Smart TV?" N=2034
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Usage frequency among different age groups
18-25
26-35
36-45
46-55
56-64
88%
87%
88%
88%
67%
8%
7%
7%
6%
18%
4%
6%
5%
6%
15%
Several times a week or more
Once a week
Several times a month or less
Question: "How often do you use Smart TV?" N=2034
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
53%
spend in front of the screen from 1 to 2 hours
31%
watch Smart TV for more than 2 hours straight
Average viewing session duration
Less than 30 minutes
30-59 minutes
1-2 hours
3-4 hours
More than 4 hours
9%
22%
53%
14%
1%
Question: "How long does your average Smart TV viewing session last?" N=1491
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
2c
Technical Infrastructure
Smart TV Features
Smart TV is perceived not just as a "screen for video," but as a multifunctional digital device integrated into a broader user experience.
Personalization features (recommendations, voice, streaming, user customization) have already gone beyond early adopters.
The use of these features confirms that Smart TV has become an intelligent platform.
only 8%
do not use Smart features
In-demand Smart TV Features
Built-in apps (streaming, YouTube, browser, games, etc.)
Internet search
Voice control
Casting from smartphone/computer to Smart TV
Smart recommendations
Recording video content
Screen splitting into multiple parts
Parental control
Smart home management
Gesture control
4%
9%
11%
12%
18%
31%
35%
35%
47%
51%
Question: "What Smart TV features have you used in the last month?" N=1501
Source: Comprehensive CTV Audience Research, Visible and Data Insight, 2025
What features do users feel are lacking
Users expect more.
CTV platforms are entering a phase of quality UX demands. Users expect speed, flexibility, personalization, and control.
We observe a clear demand for compliance with the standards set by mobile and web platforms.
only 30%
of users do not feel the need for additional features
this figure is 15% lower among the youth aged 18-25, who are clearly more demanding regarding maximum customization of Smart TV.
What features do users feel are lacking?
The ability to disable unnecessary features
Fast operation and loading of pages and apps
The ability to install apps that are not available in official stores
Convenient control via mobile app
Customization of ad display
A more user-friendly and understandable interface
A smarter voice assistant
More personalized and accurate content recommendations
Control of other smart devices through Smart TV
Screen splitting into multiple parts
Enhanced gaming features
Improved parental control settings
5%
6%
6%
8%
10%
15%
15%
18%
19%
22%
26%
30%
Question: "What features or capabilities do you think are lacking in Smart TV?" N=1501
Source: Comprehensive CTV Audience Research, Visible and Data Insight, 2025
2d
Advantages and disadvantages of Smart TV
Key advantages of Smart TV
The main advantages are concentrated in two areas:
Physical and visual qualities:
screen
sound
comfort for the eyes
Functional and behavioral conveniences:
everything in one device
habit
shared use
background viewing
High-income users demonstrate increased demands for functionality and interface, preferring technology.
Main advantages of Smart TV
59%
+5%
46-55 years old
50%
+6%
26-35 years old
-5%
56-64 years old
46%
+6%
high income
+11%
56-64 years old
45%
44%
+5%
56-64 years old
41%
+6%
56-64 years old
+5%
46-55 years old
38%
32%
+6%
46-55 years old
28%
+8%
18-25 years old
-5%
36-45 years old
+11%
high income
24%
+11%
low income
Large screen with good image quality
You can watch on a large screen with others
Smart TV has many functions at once
Eyes do not get tired
You can do other things at the same time
Used to watching TV as the main device
No need to charge
Quality sound
Like the interface and convenience
Control with a remote
Significantly above average
Significantly below average
Question: "Why do you prefer using Smart TV over other devices (laptop, phone, tablet)?" N=1501
Source: Comprehensive study of CTV audience, Visible and Data Insight, 2025
Disadvantages of Smart TV
The main disadvantages of Smart TV, according to users, are related to content unavailability due to cost or restrictions imposed in Russia.
30%
Users do not see any disadvantages.
However, among the youth aged 18-25, this figure is lower by -9%, while among high-income users, it is higher by +8%.
Main disadvantages of Smart TV
7%
8%
8%
8%
+6%
Ages 18-25
8%
+5%
Ages 18-25
9%
+5%
Ages 18-25
9%
12%
23%
+7%
Ages 55-64
28%
+8%
Ages 46-55
29%
+8%
Ages 18-25
29%
+5%
Ages 55-64
High subscription prices
Certain applications cannot be used due to restrictions in Russia.
Little free content
Intrusive ads (in applications)
Slow interface performance
Internet connectivity issues
Difficulties with updates
Complicated controls
Poor performance of voice control
Missing necessary applications
Low security of personal data
Difficulties with synchronization
Significantly above average
Question: "What do you dislike about Smart TV?" N=1501
Source: Comprehensive study of the CTV audience, Visible and Data Insight, 2025
2e
Key Findings
Widespread Penetration
Smart TVs have become the new standard for home screens, reaching 2/3 of urban households.
The technology has integrated into users' daily lives across the country, not limited to metropolitan areas.
High Usage Intensity
Most users have over a year of experience, with a quarter having more than 5 years. This indicates that Smart TVs are becoming an integral part of media consumption.
Young people aged 18-25 are a key source of new user influx, demonstrating active technology penetration.
Multifunctionality of Smart TVs
Users perceive Smart TVs not just as "screens for video," but as multifunctional digital devices with a wide range of capabilities, such as personalization, voice control, and integration with other devices.
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