Russian video platform Rutube is expected to surpass 2 million paying subscribers by the end of 2026, according to Victoria Mikhno, CEO of Premier and Head of Development at Rutube.
User-generated content (UGC) currently accounts for 44% of total viewing on the platform, highlighting the growing importance of creator-driven content. Alongside UGC, Rutube continues to expand its offering with professional titles, live TV broadcasts and news programming.
The platform is also strengthening its creator economy. In 2025, Rutube paid out RUB 1.5 billion to content creators, while more than 1 million authors are now monetising their content on the service.
The growth in both paid subscriptions and creator revenues reflects Rutube’s evolving positioning as a hybrid platform, combining user-generated content with professionally produced programming. As competition intensifies across digital video, the platform is increasingly focusing on monetisation and audience engagement to drive long-term growth.