Russia's CTV ad market seen at 40-50bn rubles in 2026 as adoption triples to 25%

August 21, 2026 · adindex.ru

Automakers, e-commerce companies and mass-category brands are adopting CTV advertising fastest in Russia, as the format's advertiser base expands rapidly. The share of companies running CTV campaigns grew from 7% to 25% over the course of 2025. Premion's research shows 70% of advertisers plan to increase CTV budgets in 2026, by 17% on average, and the Russian CTV ad market is estimated at 40-50 billion rubles for that year. The growth follows viewing habits: nine of every ten televisions bought by Russians in the first half of 2025 included Smart TV functionality, per M.Video-Eldorado, and free ad-supported streaming services are pulling viewers back to live channel content in a digital environment.

Budgets that once folded CTV into a line item under classic TV now cover a quarter of advertisers and are set to keep growing, so planning and reporting built for one screen undercounts reach on the other. Pre-roll spots remain the most requested format for their low viewer irritation, mid-roll segments carry volume with weaker click-through, and pause ads and channel-switch spots catch viewers who step away from the schedule entirely. Combined tracking across classic TV and CTV becomes necessary once close to a quarter of the market buys both, particularly with 70% of advertisers already planning another spending increase in 2026.