 | |
Type of site | Video hosting service |
|---|---|
| Available in | Russian |
| Owner | VK |
| URL | vkvideo |
| Commercial | Yes |
| Registration | Optional |
| Current status | Active |
| Written in | PHP |
VK Video is an internet video hosting service launched by VK (formerly known as Mail.ru Group) in 2021. It is positioned as a Russian alternative to the international platform YouTube.
History
[edit]The "VK Video" service began operations on October 15, 2021, following the merger of video platforms belonging to the social networks "VKontakte" and "Odnoklassniki". The launch of "VK Video" was managed by a team of executives led by VKontakte CEO Marina Krasnova, who worked at the company until 2023.[1] Its launch was intended as an alternative to the international platform YouTube, which Russian authorities sought to replace with "domestic analogs." Visually, "VK Video" almost completely copies the design of YouTube. Key differences of the Russian service became the presence of pirated materials and pornography. Videos from the American video hosting site were uploaded en masse to "VK Video," which even caused the service to be temporarily blocked by YouTube.[2]
From 2022, to attract users, VKontakte's management bet on working with famous bloggers, specifically purchasing the shows "What Happened Next?" (ChBD) and "Vnutri Lapenko".[3] Among the bloggers recruited to promote the service was the popular video blogger Vlad A4. An additional advantage for creators was the availability of monetization, which had been unavailable on YouTube for users from the Russian Federation since 2022.[2]
In September 2023, a separate "VK Video" mobile app appeared.[4] In total, by the end of 2023, the monthly audience of "VK Video" reached 67.9 million users (which is almost 30 million less than YouTube).[3]
In the summer of 2024, following the blocking of YouTube in Russia, the service's traffic grew sharply: in August, its audience increased by more than two times compared to July.[2] In the same month, "VK Video" took second place in downloads among free apps in the App Store and third in Google Play.[5]
In December 2024, the service received its own domain: vkvideo.ru.[6] For the first time, "VK Video" managed to surpass YouTube in monthly audience in Russia in July 2025: the Russian service attracted 76.4 million viewers, whereas YouTube's reach amounted to 74.9 million people.[7]
Platform features
[edit]On "VK Video," a view is recorded from the first second, whereas on YouTube it is only from the thirtieth. At the same time, a significant portion of comments are left by bots. For videos from the platform's most popular bloggers, the engagement level (likes to views) does not reach 4%. The "Trends" section most often features videos from large channels where the ratio of likes to views does not exceed 2%.[2]
Management
[edit]In April 2025, the post of General Director of "VK Video" was taken by Marianna Maksimovskaya.[8]
From June 2022 to July 2024, the development of the platform was led by Fyodor Yezhov, who was primarily responsible for its technical direction.[1]
Awards
[edit]In 2023, VK Video was awarded the Runet Prize in the "Science, Technology and Innovation" category.[9]
References
[edit]- ^ a b Valeriya Pozychanyuk, Svetlana Reiter (2024-12-24). "Семейные ценности. Расследование о том, кто и почему решил отключить YouTube в России". The Bell (in Russian). Retrieved 2025-09-28.
- ^ a b c d "VK пытается заменить YouTube: пиратство и выплаты блогерам". Vyorstka (in Russian). 2024-10-31. Retrieved 2025-09-28.
- ^ a b Svetlana Reiter, Valeriya Pozychanyuk, Irina Pankratova (2023-12-25). "Зрители не настоящие. Просмотры накручены. Но это не проблема Как Кремль пытается сделать VK «убийцей ютьюба» — и главным агитатором на выборах в 2024 году". Meduza (in Russian). Retrieved 2025-09-28.
{{cite web}}: CS1 maint: multiple names: authors list (link) - ^ Akimova, Eva (2023-09-04). "Сервис «VK Видео» объявил о полноформатном запуске мобильного приложения". RBC Life (in Russian). Retrieved 2025-09-28.
- ^ Pankratov, Ilya (2024-08-06). "«VK Видео» и RuTube вошли в топ-3 по числу скачиваний в России". Kommersant (in Russian). Retrieved 2025-09-28.
- ^ "Сервис «VK Видео» перенесли на отдельный домен". Kommersant (in Russian). 2024-12-04. Retrieved 2025-09-28.
- ^ Lipanova, Liana (2025-08-27). "«VK видео» обошел YouTube по охвату в России: что это значит для видеорынка". Vedomosti (in Russian). Retrieved 2025-09-28.
- ^ Yurasova, Yuliya (2025-04-22). "Видео-невидимо". Kommersant (in Russian). Retrieved 2025-09-28.
- ^ "Объявлены лауреаты «Премии Рунета 2023»". Kommersant (in Russian). 2023-12-26. Retrieved 2025-09-28.