Russian music streaming market shows rapid growth: forecasts and drivers

The Russian music streaming market is experiencing a period of rapid growth, demonstrating a significant superiority over global trends. In 2025, its volume reached 46 billion rubles, an increase of 23% compared to 2024, which exceeds the initial forecast of 20%. Yandex Music predicts further double-digit growth of 20% in 2026. This explosive growth is driven by several key factors, including the adoption of artificial intelligence (AI), the expansion of local content, the emergence of new ecosystem subscriptions, and the integration of services and partnerships.

In 2025, subscriptions accounted for 98.2% of revenue and advertising for just 1.8%, underscoring the model’s stability and appeal to consumers. Yandex Music is actively using AI, especially the new generative model ARGUS, which increased the number of superfans of artists by 60% and contributed to an increase in the number of new tracks in the Collection by 20%. In addition, a record number of local releases (up 54% compared to 2024) and strategic partnerships, such as cooperation with GPM Radio, are expanding the market. Integration of ticket purchases directly in the application, developed in conjunction with Yandex Afisha, also stimulates sales and increases user loyalty.

Despite the optimistic forecasts, the market faces certain challenges, such as a slowdown in the growth rate of ecosystem subscriptions, regulatory risks (removal of tracks), the activity of pirated services and restrictions in access to some Western directories. However, thanks to the combination of drivers, the Russian music streaming market is showing steady and dynamic growth.