Overview of the Russian media market in 2025: Trends and risks

Aim. The work aimed to systematize and assess the existing trends and risks in the development of the modern Russian media market.

Objectives. The work seeks to study the specifics of modern processes in the media industry, to identify trends and risks that affect the structure and transformation of the future Russian national media industry; to reveal the prospects for the strategic development of the Russian media market.

Methods. The study employed general scientific principles of system, historical and comparative analysis, as well as methods of deduction and induction to identify the general and the particular in various processes of the Russian media market. In order to generalize and systematize the information obtained, the methods of analysis and integration were used to reveal the essence of the modern process of transformation of the Russian media industry.

Results. Based on the analytical review results, it was revealed that the leading trends of the Russian media industry are multi-format content, personalization and uniqueness of produced and posted online content, rethinking of the value approach in modern Russian media and the concept of training professional personnel. The main risks and factors of global influence include the intensive introduction and use of artificial intelligence, the procedure for assessing the effectiveness of various media channels, the ongoing crisis of the Russian advertising media market.

Conclusions. The work studied the theoretical and practical issues focused on the specifics of the media market and the media industry. Based on the analysis results, trends and risks in the Russian media market development were systematized. The main trends highlighted included the dynamism of the modern information agenda, as well as its high sensitivity to changes under the influence of technology and geopolitical factors. The leading current trend of 2025 is the examination of publicity and the analysis of technologies for creating and promoting a corporate and personal brand. The most significant risks identified were ongoing media inflation, growing threats from the external world environment regarding the protection of the interests of Russian media, the lack of dialogue with large international media holdings, the growth of fakes, and the intensification of the negative use of deepfake technology in the media space. The prospects for the development of the modern Russian media market include an increase in demand for digital media channels, personalization and uniqueness of produced and posted content in order to attract new consumers, increased implementation of technological innovations in the media industry, and global changes in consumer behavior.

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