In 2025, Telegram has evolved from a simple messenger into a comprehensive media platform, with short videos emerging as the dominant format for audience engagement, according to expert Alexey Syrovegin from E-Promo. 

Due to restrictions on foreign services in Russia, users have increasingly migrated to domestic platforms. Over the past year, VK Video’s user base grew by 35%, and time spent on the site increased by 23%. Rutube experienced even more significant growth, with a 350% increase in audience size and a 91% boost in reach. 

These local platforms have established themselves as key destinations for video content consumption, gradually drawing traffic away from YouTube. Syrovegin emphasized that Telegram is no longer merely a messaging app but a full media destination where users seek news and consume diverse content.

source: evening-kazan.ru

Keep an eye on the daily Telegram news from OnlyTG.