YouTube traffic has plummeted to record low levels in Russia, reaching only 20% of its normal usage rates as of December 23, 2024. According to reports, the traffic index dropped from 43,194 units at the beginning of the year to just 14,097 units, marking a staggering 67% decline. The downturn has been punctuated by increased user complaints, with 8,600 reports of access problems logged on December 19 alone.
The situation is attributed to many years of tensions between Russian authorities and Google, which owns YouTube. Roskomnadzor, the Russian telecommunications regulator, has blamed Google for failing to comply with local legislation and for its withdrawal from the Russian market two years ago. "Компания Google официально ушла из России ещё два года назад, что сказалось на качестве работы сервиса," stated representatives from Roskomnadzor.
This decline has sent ripples across the user community, with many expressing frustration at their inability to access popular content. According to reports, independent experts have noted as many as 25% of users now experience failed attempts to load videos on the platform. This rapid decrease has led to increased interest among users for local video services, with Minister for Digital Development Maksut Shadaev stating, "Половина трафика YouTube уже освоена отечественными сервисами, такими как VK Видео и Rutube," indicating strong competition is budding among Russian platforms.
Despite the growing frustrations, some content creators like blogger Artemy Lebedev have tended to be proactive, stating, "Я продолжаю открывать новые каналы, но их стирают один за другим," highlighting their struggle to maintain access to their audiences through YouTube.
The wider implication of such declines means not only ordinary users are impacted but businesses, educators, and marketers who have built their strategies around YouTube have found themselves scrambling for alternatives. The threat of full-fledged YouTube censorship looms large, as experts speculate these trends hint at the first steps toward outright blocking the platform. German Klimenko, former presidential advisor, noted, "Это вопрос времени и готовности российских площадок взять на себя весь трафик." His remarks underline the importance of domestic platforms stepping up to accommodate the user demand.
Putin weighed in during his press conference on December 19, declaring, "Проблема скорее на стороне YouTube, чем на нашей. Они должны соблюдать наши законы и не использовать платформу в политических целях." His comments signal growing governmental pressure on foreign entities and reflect the sentiment prevalent among authorities favoring local over global services.
Overall, as the specter of censorship lingers over YouTube, Russians are seeking alternatives, with VK Video, Telegram, and Rutube gaining traction, albeit with some limitations. Users have begun paying closer attention to VPN services, yet even these have not entirely stemmed the decline of YouTube traffic.
This rapid erosion of YouTube's position as the leading video platform within Russia presents not only challenges for content creators and users but also opens the door for significant shifts in the digital media environment. It remains to be seen how this strife will shape the future of video consumption and the dynamics of local versus international platforms.
