Researchers note a clear shift in how Russians consume media. In recent years, the share of people who skip traditional television has risen markedly, while the online audience has grown in step with that change. The core takeaway is not a simple replacement, but a rebalancing of media habits. Consumers now approach content with a broader toolkit, using multiple devices to access what they want, when they want it, and from more diverse sources. This shift highlights a larger truth: the way people engage with media is evolving, yet the goal remains the same—find information, entertainment, or distraction quickly and efficiently, no matter where it is published.
The old label of television as a passive, zombie-like box has faded into history. Language itself keeps morphing with technology as new terms surface and old ones lose their bite. The idea of a fixed gadget has dissolved into a spectrum of devices, from smartphones to tablets to smart TVs. While some phrases may feel playful or even provocative, the underlying trend is serious: media consumption is more fluid, and audiences tailor their experiences to fit daily life. The phenomenon of digital slang evolves as devices and platforms multiply, yet the core impact of these changes remains real and measurable.
So the question arises: do technologies meant to influence or mislead online still pack a punch when people access content on various devices, including phones, laptops, and streaming TVs? If a user watches the same channels on a tablet, or discovers the same programs through a different online path, what does that mean for how credibility and preferences travel across formats? The comparison extends to people who binge cooking shows on one platform and those following science programs on another. The core idea is that the medium may change, but curiosity and discerning viewing stay constant, guiding how audiences react to different kinds of content.
What remains truly interesting is not the device or platform itself but the type of content people choose, how often it appears in daily life, and what it signals about personal interests and values.
Turning to television specifically, who is the main audience and what do they seek? Insights from late 2022 show that the typical TV viewer skews older, with a substantial share over 54 years of age, followed by a large bloc in the 35 to 54 range, and a smaller segment among adults under 35. A small portion targets younger children. The average viewing time has hovered around five and a half hours daily, with a slight increase compared to a decade earlier. The landscape of favored channels includes major national brands, with leadership shifting over time yet showing consistency in audience concentration on a few top outlets. The dynamics of age groups and preferences reveal how programming choices align with life stages and routines.
Another industry study examined why people turn on the TV. Cinema holds a strong pull, followed by entertainment, news, educational programs, and sports. Ten years ago, news led the way, but tastes shifted toward feature films and other genres as audiences seek variety and narrative depth. The trend suggests a movement toward more diverse content, including documentary and science-focused programming, as viewers look for richer or more thought-provoking material while still enjoying lighter fare.
The take-away is clear: viewers are not simply tired of news. They still crave information, yet they increasingly blend it with entertainment and deeper programming. The scene has evolved from a pure preference for current events to a richer mix that includes science fiction, documentaries, and long-form storytelling. The overall impression is of a more nuanced, seeking audience that values both insight and immersion.
What about internet users in this landscape? On average, people spend several hours online each day, and this pattern has remained remarkably steady over time. Some studies exaggerate the total time, but the real story lies in what people do online. News consumption remains high, driven by social platforms, with messaging apps and video services playing starring roles. The rise of certain networks as go-to hubs for video content, music, and interactive media is evident. Listening habits, shopping activity, and educational pursuits all appear in significant shares of daily online life, underscoring the multi-use nature of the internet in contemporary routines. Social networks serve as major sources for news and entertainment, while video and music streaming broaden access to media on demand.
Data show that internet habits are diverse, with education, music, humor, and recipes ranking highly in what people seek online. News and politics hold strong appeal among those who follow country and world events. A notable majority still prefers local content when possible, especially younger audiences, signaling a strong sense of community and relevance. Trust in online news sits around half, with traditional television news trusted by a smaller but steady portion, illustrating a nuanced confidence split across platforms.
The overall picture remains complex. Media consumption cannot be distilled into a simple winner between TV and the internet. Television has woven itself into the online world, and the internet has threaded itself through traditional television. Audiences are diverse, with different motives and habits, and the idea that internet users are inherently sharper or more resistant to manipulation does not hold up. News content has gained ground online, yet critical engagement varies; viewers often drift toward entertainment even when seeking information. In turn, television acts as a companion background medium for many, while others chase intellectually engaging content like science programming or documentaries, signaling a growing appetite for depth alongside daily entertainment.
Today’s media landscape features multiple, sometimes conflicting, trends. People crave fresh information but also connect with social networks that increasingly act as news sources. The internet offers expansive opportunities for communication, education, work, and self-expression, yet it can also turn into a crowded space where privacy concerns and heated debates color every discussion. The direction of this evolution remains uncertain, underscoring the idea that media consumption is a dynamic, ongoing conversation rather than a fixed trajectory.
In the end, the author’s take may differ from editorial views, reflecting personal perspective rather than a consensus. The discussion serves as a snapshot of how audiences live with media today and how those patterns might shift tomorrow, shaped by devices, platforms, and the forever-changing ways people connect with content.