Marianna Maksimovskaya, a prominent television presenter and journalist, has been appointed as the General Director of VK Video as of April 22, 2025. This new role marks a significant step for the platform, which aims to enhance its content offerings and strategic direction.
According to an official press release from VK, Maksimovskaya will be tasked with developing the platform's strategy and introducing innovative content formats that align with current trends and audience needs. The company expressed confidence that her extensive experience and expertise in media management will be instrumental in realizing ambitious new projects and solidifying VK Video's leadership position among Russian video hosting services.
Maksimovskaya's career spans decades, beginning in 1991 when she worked for various federal TV channels, including NTV, TV6, TVS, and REN TV. Notably, she served as Deputy Editor-in-Chief at REN TV from 2003 until 2014, where she built a reputation for producing high-quality content. Her analytical program on REN TV was particularly well-regarded before its closure in August 2014.
In 2015, she transitioned to the communications consultancy Mikhailov and Partners, where she held the position of Vice President and later became the President in 2018. Her leadership at Mikhailov and Partners was marked by the successful launch of numerous projects that garnered acclaim from both audiences and industry professionals.
VK highlighted that Maksimovskaya has a proven track record of creating and launching successful television products. "Marianna has created and launched a large number of successful television products that have been highly appreciated by viewers and the professional community. Marianna's experience and expertise in managing teams, strategic development of media platforms, and content production will help VK Video realize new ambitious projects and strengthen its leadership among Russian video hosting services," the company stated.
VK Video has seen significant growth in recent years. In 2024, the company's revenue surged by 23% to reach 147.6 billion rubles, with online advertising being the primary driver of this growth. The segment encompassing social platforms and media content also experienced a 23% increase, while VKontakte, VK's flagship social network, saw a remarkable 29% rise in revenue.
Moreover, the video services VK Clips and VK Video have demonstrated rapid growth in both the number and duration of views. As of March 2025, VK Video emerged as the most popular video hosting service in Russia, boasting 41.1 million daily active users compared to YouTube's 28.9 million. This impressive user engagement underscores the platform's expanding influence in the digital media landscape.
Maksimovskaya's appointment is expected to further enhance VK Video's competitive edge in a rapidly evolving market. With her background in journalism and media production, she brings a wealth of knowledge that will be vital in navigating the challenges and opportunities within the industry.
In her new role, Maksimovskaya will focus on creating content that resonates with the audience while also exploring innovative formats that can capture the attention of viewers in an increasingly crowded digital space. Her strategic vision is anticipated to align closely with VK's broader goals of enhancing user experience and driving engagement.
As VK Video continues to expand its offerings, the leadership of Marianna Maksimovskaya is seen as a pivotal move that could redefine the platform's trajectory. The media landscape in Russia is competitive, and with her at the helm, VK Video aims to not only retain its current user base but also attract new viewers seeking diverse and engaging content.
Overall, the appointment of Maksimovskaya marks a significant milestone for VK Video, reflecting the company's commitment to innovation and excellence in the realm of digital media. As she embarks on this new chapter in her career, the expectations are high for what VK Video will achieve under her leadership.
