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Russia's Largest Social Network Beats Television in Battle for Viewers

Russia’s leading social network VK has beaten the country’s biggest television channel in the battle for viewers’ attention, data from media research firm TNS Russia showed.

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This article originally appeared in The Moscow Times


VK, previously known as VKontakte, had 13.2 million daily users in March this year, while state-owned giant Channel One had an audience of only 10.9 million, according to TNS Russia.

<figcaption> Denis Abramov / Vedomosti</figcaption>
Denis Abramov / Vedomosti

Their weekly audiences were roughly on par, with VK leading by about 10,000 weekly users.

VK remains by far the most popular social network in Russia, with more than eight times the daily users of leading international social network Facebook, the data showed.

The comparison between television channels and social networks is approximate, as statistics for the two platforms cannot be calculated in the same way, a TNS Russia spokeswoman told The Moscow Times. The daily audience of social networks was estimated according to the number of people who viewed any part of the website at least once a day. The daily reach of television channels, on the other hand, is the number of people who watched at least 1 minute of a channel’s broadcasts daily.

Internet companies have gained quickly on traditional media in Russia in recent years, receiving an extra boost from an acceleration in advertising revenues that has continued this year despite the economic crisis.

 


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