Media consumption habits do not change quickly, so 97% of the population watches TV at least once a month, and 63% at least once a day. Most viewers watch TV series, entertainment shows, in third place - socio-political programs, news.
If we talk about viewing time, it is decreasing among young people, while among older groups it remains at the same level. Television remains a reach channel that allows you to immediately reach a wide audience, but the composition of this audience is changing.
How to take into account: more closely evaluate the characteristics of the target audience - whether it watches TV. For example, television remains an important communication channel for systemically important enterprises and the public sector.
Social networks
The leaders in terms of reach are VKontakte and Telegram. The popularity of these social networks continues to grow. TikTok is in third place, it does not show a growth trend, since there is no new paraguay mobile database content as such, but it remains quite popular. Odnoklassniki, apparently, has formed a core audience that remains loyal, regardless of external events.
Average daily reach of major social networks
Media consumption in each social network has its own characteristics. The main content consumed on VKontakte is video: cartoons, films, TV series and user video content. In Telegram, people read news a lot, in Odnoklassniki, they play games.
The most reachable Telegram channels in January 2023: news aggregators and the only media outlet – RIA Novosti.
The audience does not move from social networks to external platforms. Almost all social networks operating in Russia require full-text posts from the media and store the content within themselves.
Who does the audience trust?
Around the world, scientists and search engines. Edelman's global survey data shows that respondents around the world are most likely to trust scientists, colleagues, and their managers
Trust in Personal Opinions Scale Based on Global Survey Results
In terms of information sources as of 2022: both traditional media and social networks are gradually losing trust, but the audience still considers the media a more reliable source than social networks.