Mediascope: how interest in animation in Russia is changing — data and trends

At the CSTB forum, Marina Pikuleva, Director of Special Research at Mediascope, presented new data on how and by whom animation is watched in Russia.

According to Mediascope, the share of animation in total TV viewing among Russians aged 4 and older increased from 5.3% in 2024 to 6.1% in 2025.

The audience structure shows that animation is watched by a wide range of age groups. Viewers aged 4–11 account for 31% of the audience. The 25–34 age group represents 17%, while viewers aged 45–54 make up 19%.

The data indicates that animation is no longer content intended only for children. Adult audiences are also actively watching animated films and series.

Viewing patterns also show clear seasonality. The highest viewership for animated films occurs during the New Year holidays, while animated series reach their peak during the summer vacation period.

Online platforms demonstrate strong growth in animation consumption. Viewing time increased sharply in August 2024. By January 2026, Russians had spent a total of 224.4 million hours watching animated content on online streaming services.

Another notable trend is that the vast majority of the most popular animated films and series are domestic titles.