Quick Summary
- 1The media advertising market experienced a significant downturn in 2025, with revenues dropping by 13% in print and 3% in online sectors.
- 2This contraction resulted in a total loss of over 1.2 billion rubles for the industry.
- 3Market participants anticipate that this downward trend will persist into 2026, driven by shifting media consumption patterns and rising operational costs.
- 4To counteract these financial pressures, media outlets are expected to pivot heavily towards native special projects as a primary revenue strategy.
Quick Summary
The media industry saw a sharp decline in advertising revenue throughout 2025. Both print and digital sectors were affected, though the impact varied in severity.
Market analysts project that these negative trends will continue into the current year, necessitating a strategic shift in how media organizations generate income.
2025 Market Contraction 📉
The year 2025 proved challenging for the media landscape, characterized by a distinct reduction in advertising spending. Data indicates that the volume of advertisements in traditional print media fell by 13%.
Simultaneously, the online media sector also faced a decline, albeit at a smaller scale, with revenues shrinking by 3%. These figures highlight a broad-based pullback across the industry.
When combined, these reductions represent a substantial financial loss for the sector. Over the course of the year, the market segment shed more than 1.2 billion rubles in revenue.
Future Outlook for 2026 📅
Industry insiders do not expect an immediate recovery. Participants in the market are forecasting that the trend of shrinking advertising budgets will extend through 2026.
Two primary drivers are cited for this continued contraction:
- Significant changes in media consumption trends among audiences.
- A general increase in operational costs and overhead for media entities.
These factors are expected to force media outlets to operate with tighter margins and seek new funding models.
Strategic Pivot to Native Content 🎯
In response to the financial squeeze, media organizations are preparing to overhaul their advertising strategies. The industry is moving away from traditional display ads toward more integrated content.
Market participants are confident that the solution lies in an intensified focus on native special projects. These projects allow advertisers to reach audiences through content that blends seamlessly with editorial material, often commanding higher rates than standard banners.
As traditional revenue streams dry up, this shift represents a survival mechanism for media outlets facing the dual pressures of changing consumption habits and rising costs.
Frequently Asked Questions
In 2025, advertising volume in print media decreased by 13%, while online media saw a 3% decline.
Market participants predict that the trend of shrinking advertising budgets will continue in 2026 due to changes in media consumption trends and rising costs.
