MegaFon and Kinopoisk have released a joint study on mobile video consumption habits in Russia. According to MegaFon, online video accounted for 47% of total mobile traffic in August 2026. On average, a single user consumes about 20 GB of data per month for video streaming, which is equivalent to 4–10 hours of HD content.
The study highlights that users divide their attention between streaming platforms and video hosting services. During the summer of 2026, the number of unique users on VK Video and Rutube was comparable to the combined audience of major online cinemas, including Kinopoisk, Start, Wink, Premier, and KION.
Kinopoisk analyzed data from Yandex Plus subscribers between September 1, 2023, and August 31, 2026. The findings show that 39.5% of daily mobile viewers watch content during the morning hours from 06:00 to 11:59. The number of active viewers doubles between 06:00 and 12:00, reaching a peak at 20:00 Moscow time.
Mobile viewing habits remain consistent throughout the week, with only a 4% difference in activity between the most active day, Thursday, and the least active day, Monday. Weekend viewing patterns show no significant spikes. The average morning viewing session lasts 20.4 minutes, with 47% of morning episodes watched nearly to completion.
