Russia’s social media landscape has shifted dramatically in 2025, with ​Telegram surpassing TikTok to become the most-used platform among 12–17-year-olds. Mediascope data reveals key drivers behind this shift, including content preferences, platform bans, and evolving digital behaviors.

​1. Rise of Telegram: Privacy and Content Diversity

Telegram’s daily active teen user base surged to ​6.9 million in February 2025, overtaking TikTok’s 5.8 million. This growth is attributed to:

• ​Encrypted Features: Telegram’s privacy-focused design aligns with Russian teens’ concerns about data security.
• ​Content Variety: Channels hosting unboxing videos, life hacks, and peer-generated content (e.g., movie/game reviews) dominate engagement.
• ​Platform Resilience: Unlike TikTok, Telegram avoided government bans despite regulatory pressures.

​2. TikTok’s Decline: Regulatory Pressure and Technical Issues

TikTok’s fall to second place follows:

• ​Service Outages: Users reported frequent access issues amid Russia’s tightened internet controls.
• ​Content Restrictions: Moscow’s crackdown on “dangerous” content (e.g., rooftop challenge videos) led to fines totaling 11 million RUB in 2024.
• ​Competition: Domestic platforms like VKontakte and Likee gained traction with localized features.

​3. VKontakte and Likee: Domestic Alternatives Thrive

VKontakte (520 million teen users) and Likee (4th place) capitalize on:

• ​Multifunctionality: VK’s integrated music streaming, gaming, and short-video tools mimic TikTok’s appeal.
• ​Youth-Centric Campaigns: Likee’s algorithm prioritizes viral dance trends and influencer collaborations.

​4. Instagram’s Paradox: Banned but Persistent

Despite Meta’s 2022 ban, Instagram ranks fifth due to:

• ​VPN Usage: Teens bypass restrictions using tools like NordVPN, though speeds and security remain concerns.
• ​Niche Appeal: Beauty and fashion influencers maintain loyal followings via archived content.

​5. Future Projections: Regulatory and Behavioral Shifts

• ​Government Scrutiny: New laws may mandate data localization for foreign apps, favoring Telegram and VK.
• ​Content Trends: Demand for peer-to-peer interaction and localized challenges (e.g., DIY hacks) will shape platform strategies.

Conclusion
Telegram’s rise underscores Russian teens’ prioritization of privacy, diverse content, and platform reliability. While TikTok struggles with regulatory hurdles, domestic apps like VKontakte and global holdouts like Instagram adapt to survive. Brands targeting this demographic must align with Telegram’s ecosystem and invest in hyper-localized campaigns.