The audience measurement company Mediascope conducted studies on the growth of the Russian online TV audience, as the “Kommersant” informs.
As it turned out, the actual share of TV viewing on personal devices reached 2%, which significantly increased the number of TV viewers, but the monetization in this segment is very poor indeed.
The Mediascope started its research at the beginning of present year, in association with the seller Vi and the holding “CTC Media”. The analysis was conducted to study the audience of TV channels like “Che”, “Domashny” “CTC Love”, “Russia 1”, “Russia 24”, “Russia K”, “Match TV”, REN TV, TNT and NTV. The measurement was carried out by building counters into specific content of every channel, and then the Mediascope captured the required data, obtaining a single project rating.
According to the research, the average TV viewing on desktops amounted to 2% with most of views proceeding from young people under 35 years.
However, the holistic picture is unavailable, since some broadcasters did not expect such low figures and refused showing their results to the market.
The largest increase in desktop audience is due to sports events, mainly football. Thus, the “Gazprom-Media”’s representative states that views of a number of sports events give a 10% growth of desktop users, which is a fairly good indicator. In the meanwhile, the audience of the TNT Channel is bigger due to active mobile viewing.
As for VGTRK, the additional increase in audience was between 0.1% and 2.0% of online viewers, but this percentage does not take into account YouTube with its millions of views, which can not fail to raise these figures, as the director of the web administration of VGTRK Marat Akhmetzhanov is sure.
Many broadcasters recognize that in spite of promising and growing audience, it is next to impossible to gain profit from it.
