There has been a surge of interest in Asian media content in Russia

Asian content is rapidly gaining popularity among Russian users. Such data follows from the Rutube analytical report, presented on Wednesday, September 3.

So, from January to August 2025, over 100 thousand pieces of anime content were published on the platform. This is almost twice as high as in the same period last year and seven times higher than the values of the year before. Views over the same period increased by 7.7 times compared to 2024 and 44 times compared to 2023.

"Russian users are increasingly choosing films, TV series and music videos from Asia, preferring a variety of genres and themes, which helps strengthen international relations and create a common cultural field. These changes confirm a steady trend in recent years: Asia is becoming the most important source of high—quality multimedia products shaping the global entertainment industry," Sergey Kosinsky, Deputy CEO of Gazprom Media Holding and head of digital Assets, said during the Eastern Economic Forum (WEF).

There is also a steady interest in Asian culture in the online cinema market. For example, there is a growing interest in Korean films of various genres on the Premier platform. The popularity of Chinese cinema and animation is also increasing.

It is also noted that the content on Rutube is gaining popularity among users in the Far East. According to the video hosting company, in the first eight months of 2025, the total volume of views has already reached one billion, which is 11.4 times more than in the same period of the previous year. At the same time, 36% of all regional views belong to the Khabarovsk Territory, the Primorsky Territory is in second place (15%), and the Trans—Baikal Territory is in third (13%). The Chukotka Autonomous Region is the leader in terms of the growth of views, where Rutube began to be watched by 23% more.

"It is extremely important for us to develop Rutube in the regions of Russia. Today, the Far East is demonstrating active audience growth dynamics on the platform, attracting the attention of new users. Viewers are most interested in user—generated content (UGC), entertainment shows, video games, films and TV series, which generally corresponds to the general trends of Russians' preferences," Sergey Kosinsky emphasized.

It is also noted that the monthly video hosting audience exceeded 80.1 million people, according to Mediascope.