Vezir Agency Announces the Consolidation of 3 Russian Video Platforms into a Single RuTube-Based Network

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Gazprom-Media to Unify Premier, Yappy, and RuTube into a Single Platform

During the prestigious St. Petersburg International Economic Forum, Aleksandr Jarov, the General Director of Gazprom-Media Holding JSC, unveiled an ambitious plan to consolidate three major Russian online video services—Premier, Yappy, and RuTube—into a unified technological ecosystem by the first half of 2026. This move aims to streamline user experience and bolster the platforms’ collective growth.

Jarov emphasized, “Several years ago, we took a strategic step to unify our core platforms under the RuTube brand and a shared technical infrastructure. This decision has proven to be pivotal in our digital transformation journey.” He elaborated that the process of merging these platforms has been underway for the past two years, focusing on creating a cohesive subscription system that spans all three services, thus offering users a seamless content experience across multiple channels.

He further noted that this consolidation coincides with a period of rapid expansion in the Russian digital video landscape. RuTube, which will serve as the foundation for the new integrated platform, has demonstrated remarkable growth. Over the last four years, the platform’s daily active users surged from around 60,000 to an impressive range of 16–21 million, while monthly users increased from 600,000 to approximately 80 million, signaling a robust upward trajectory.

International Expansion and Strategic Collaborations

Jarov highlighted RuTube’s increasing international footprint, emphasizing its global audience reach beyond Russia. He mentioned collaborations with influential bloggers and content creators in countries like China and India, which are integral to the platform’s global growth strategy. “RuTube is not only a domestic resource but also a rising global player,” he stated.

Industry Insights and Competitive Dynamics

Addressing the broader context of the digital media industry, Jarov underscored the importance of a healthy competitive environment for fostering innovation and growth among Russian online platforms. Senior Vice President Stepan Kovalçuk of VK shared insights, stating, “In the past 5–10 years, the landscape hasn’t changed much except for the integration of Shorts into YouTube. This competition fuels our dynamism and pushes us to develop fresh ideas.”

Kovalçuk emphasized that such competitive pressures present significant opportunities for domestic social networks and online services to innovate and expand. “To truly influence our users and develop unique offerings, we must invent new solutions. International platforms no longer face the same drive to innovate within the Russian market,” he explained.

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