Believe the screen: sales of Russian PC monitors increased 1.5 times

Russian PC monitors are conquering the market — every fourth such device in the country is already sold under domestic brands, market participants told Izvestia. In 2024, their sales increased 1.5 times. Devices of brands from the Russian Federation also held their positions at the beginning of this year. Domestic monitors are inexpensive, and it is not always possible to find the right imported model. Users of such monitors are not only government employees — inexpensive desktop computers are often more suitable for gaming, work and entertainment at home than expensive and not always convenient laptops, experts explain. The popularity of monitors adds to the growing interest in inexpensive compact mini-PCs.

How much sales of Russian monitors have increased

Russian computer monitors have become in high demand: in 2024, their sales reached almost 1 million devices, meaning they occupied almost a quarter of the Russian market for such devices. This follows from the materials of the partner company of several electronics manufacturers. A year earlier, Russian vendors sold about 650,000 PC displays, taking up only 15% of the market.

According to "M.Video-Eldorado", sales of domestic monitors in units increased by 54% last year.

— Revenue in this category has more than doubled, from 8.6 billion rubles to 17.4 billion rubles, and the average price has increased by 32%, to 17.5 thousand rubles. These indicators indicate that the segment has already formed a stable base, they believe.

M.Video-Eldorado explains the fact that Russian displays are conquering the market with support from government and corporate customers focused on localization and compliance with import substitution requirements.

In the first quarter, Russian monitors were able to maintain their market share — about 25% in units, said Eldar Murtazin, a leading analyst at Mobile Research Group.

— The brands themselves are investing in the development of product lines — there are models with good characteristics, modern design and competitive price. Local production allows you to quickly scale supplies, maintain stable availability in warehouses and retail. The availability of service support, transparent warranty conditions and the development of after—sales services are also important," says a representative of the united retailer M.Video-El Dorado".

The official withdrawal of Western manufacturers from the market has increased interest in domestic technology due to the affordable service and warranty service, the company added. Finally, Russian monitors are often cheaper than their foreign counterparts.

Also, according to representatives of "M.Last year, Yandex, Digma, Sunwind and Delta became the largest players in the domestic monitor market in monetary terms, while Yandex, Digma, Sunwind and Rombica became the largest players in quantitative terms (the retailer does not disclose the market shares of these manufacturers).

In quantitative terms, the largest number of monitors of retailers' own brands were sold in the Russian Federation. These devices are popular with a wide audience due to the optimal balance of price and quality and are in demand mainly for basic tasks — office work, study and home use, added M.Video-Eldorado.

— We see a growing customer demand for monitors of Russian brands. For example, sales of monitors from Hartens (Ozon's own trademark) and their market share more than doubled last year, the marketplace's press service told Izvestia.

However, Wildberries notes that sales of domestic monitors are not yet widespread. And the extremely high growth last year (by 1,200%) can be explained by the low base of the year before last, the marketplace adds. Xiaomi and Lightcom are among the top monitor brands, the company listed.

"Many people buy monitors for working with laptops, preferring a larger diagonal and better ergonomics, or gaming options, moreover, not only for PCs, but also for consoles, as well as for video editing," said a representative of Wildberries.

Last year, sales of domestic brand monitors actually more than doubled, Marvel Distribution confirms. The corporate market has become the driver of demand, and the main consumers are government agencies that have embarked on active import substitution, the company's representative points out. If we talk about the retail segment, there is a growing trend when a monitor is bought in conjunction with a laptop, he says.

Why are external displays still in demand in Russia?

Monitors are still popular among Russians, agrees Pavel Komarov, head of Avito's Electronics and Home Appliances business.

— Modern devices have a high refresh rate, which improves the user experience in computer games, and the wide diagonal allows you to comfortably work with large data in Excel. The high—quality matrices at the base of the monitors perfectly convey color, viewing angle and response speed, which makes monitors an indispensable tool in the work of designers, photographers and developers in addition to a work laptop," he noted.

Import substitution takes place in government agencies, but ordinary citizens also take them — for example, designers often need two monitors at once for comfortable work, and gamers need them, Eldar Murtazin added.

— For example, a person is working in Photoshop on one monitor, messengers and mail are open on the other, — the expert gave an example.

In addition, desktop mini-PCs are becoming increasingly common in the Russian Federation. They are compact and inexpensive, but they fully cover the basic needs of users. And for a cheap Chinese gadget for about 10 thousand rubles, as a rule, an inexpensive Russian monitor is purchased for 5-6 thousand, said Eldar Murtazin. For those who do not need an expensive and not always convenient laptop for home and work, this is the optimal solution, he believes.

On the one hand, some of the monitors of brands that left Russia have disappeared from the market, on the other hand, laptops are not cheap and not always convenient, agrees Denis Kuskov, CEO of TelecomDaily. Many people choose an inexpensive desktop computer with a large monitor to watch movies and videos, read cooking recipes and communicate in messengers, the expert concluded.