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Russia has restricted access to Twitter and Meta Platforms<\/a>' flagships Facebook and Instagram since sending thousands of troops into Ukraine on Feb. 24, as the country's long-simmering dispute with Big Tech escalates into a battle to control information flows.
The digital exodus provoked by Western sanctions, and a clampdown by Russian media regulators, has opened the door to domestic players, with VK, which runs the country's most popular social media site VKontakte<\/a>, leading the charge. On Thursday it published a step-by-step guide for businesses looking to migrate away from other platforms.
For years considered Russia's answer to Facebook, VKontakte has more than 50 million daily active users on average and reaches 80% of Russia's online monthly audience, the company said.
That dwarfs Facebook's 7.5 million users in Russia as of last year, according to estimates from researcher Insider Intelligence.
More than 585,000 new business owners created their own communities on the platform in March, VKontakte said, from hair salons to clothes shops.
VKontakte has set new records for user activity since Russia began what it calls a \"special operation\" to demilitarise its neighbour, with an 11% jump in content volumes on its platform from Feb. 24 to March 24, according to monitor Brand Analytics.
The volume of Russian-language content published on Twitter, Facebook and Instagram dropped 5%, 16% and 30% respectively in that period, the monitor said.
Vkontakte, which makes money through adverts, commission from app developers and user payments for subscriptions and one-off payments, contributed a little over a fifth of the company's 125.8 billion roubles ($1.5 billion) in revenue last year.
VK's other business lines include email provider mail.ru, gaming unit MY.Games and education technology assets.
\"The domestic market for interactive services now has a great chance to show its potential to its audience,\" Anton Gorelkin, a member of Russia's State Duma committee on information and communications, told the Telesputnik media outlet in late March. \"Russian users don't just have an alternative, they have a choice.\"
GAZPROM INFLUENCE
<\/strong>
While there is no direct policy on replacing foreign social media, the government has promised income tax breaks and preferential loans for IT companies and employees can get their military service deferred. Politicians are also encouraging users to switch to domestic providers.
The government may also be playing an indirect role in the country's tech future through a complicated series of investments that involve Gazprom and its media division.
A shareholder and management shake-up late last year saw Gazprom Media acquire a decent chunk of VK's voting rights in December, adding to a burgeoning media empire controlled by the state energy giant.
Its investments may soon pay off after a stumble. Trading of VK's London-listed shares was suspended in early March after they plunged to almost zero as Western investors abandoned Russian assets.
When trading in VK's depositary receipts resumed in Moscow on Wednesday after a more than month-long suspension, they leapt 72% in one session from record lows, which analysts linked to reduced foreign competition.
In late 2020, Gazprom Media acquired RuTube, a video-hosting platform that bears a striking resemblance to Alphabet<\/a>'s YouTube, and whose weekly user numbers jumped 5.5 times in early March, TASS cited the company as saying.
Those numbers could surge higher as YouTube is under pressure from Russia's state communications regulator Roskomnadzor<\/a>, and may soon suffer the same fate as Facebook, Instagram and Twitter.
Despite being restricted, those sites can sometimes still be accessed using Virtual Private Networks (VPN), demand for which has skyrocketed in Russia. YouTube remains freely accessible.
But critics say RuTube has a long way to go to rival Google's video product.
RuTube's number of unique monthly users was 17.7 million at the end of December, Gazprom Media's Deputy CEO Alexander Moiseev said in February. That compares to YouTube's 89.5 million in Russia in January 2022, according to Mediascope.
And while RuTube's video player works well, it lacks the algorithmic recommendations that have made YouTube so popular, Sarkis Darbinyan, head of the legal department at digital rights group Roskomsvoboda, told Reuters.
\"These services are no match for the quality and speed of services, above all American services, that users have become accustomed to,\" Darbinyan said.
VKontakte said all its products underwent \"rigorous testing\" before release, and that it had launched 230 product updates to improve the user experience in the past year.
RuTube did not respond to a request for comment.
NEWER FACES<\/strong>
Other domestic alternatives to popular foreign services have launched more recently. Gazprom Media unveiled Yappy in November, a rival to video-sharing platform TikTok, which has suspended live-streaming and new video uploads in Russia.
Since its launch, around 3.2 million users in Russia have installed Yappy, compared to more than 10 million for TikTok, according to estimates up to March 27 from tracker Sensor Tower<\/a>.
Rossgram, an imitation of Instagram in name, design and colour scheme, was set to launch this week, but its founders only succeeded in publishing a video of a prototype hours after the scheduled launch time.
Different developers said they were launching a black and white, melancholy alternative to the U.S. photo sharing platform, called 'Grustnogram', or 'Sadgram' in English. Others are building a Google Play store alternative.
Another service that Gorelkin and other government figures have promoted in recent weeks is messaging app Telegram, seemingly recovering from its chequered past with the Russian state, which tried unsuccessfully to block it in 2018.
Telegram founder Pavel Durov was also the brains behind VKontakte, but fled Russia in 2014 after allies of the Kremlin gained control of the platform.
Telegram says its more than 500 million global users generate over 500 billion views in one-to-many channels every month. It allows sponsored messages of related content in public channels. Already hugely popular in Russia, the platform would benefit from any outflow of users from WhatsApp.
Used by around 67 million people in Russia last year, according to Insider Intelligence estimates, WhatsApp remains available for now.
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国外数字公司离开,俄罗斯国内供应商突袭
俄罗斯已经限制访问Twitter和元平台”旗舰店以来Facebook和Instagram发送成千上万的部队进入乌克兰2月24日,随着中国与大型技术升级成为一场酝酿已久的争端控制信息流动。
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俄罗斯已经限制访问Twitter和元平台旗舰店的Facebook和Instagram自从发送成千上万的部队进入乌克兰2月24日,随着中国与大型技术升级成为一场酝酿已久的争端控制信息流动。
数字《出埃及记》引发了西方制裁,俄罗斯媒体监管机构和压制,国内玩家打开门,VK,中国最流行的社交媒体网站VKontakte,导致电荷。周四发表一个循序渐进的指南为企业寻求从其他平台迁移。
Facebook多年来被认为是俄罗斯的答案,VKontakte平均每天有超过5000万活跃用户,达到每月80%的俄罗斯在线观众,该公司表示。
小矮人Facebook的750万用户去年在俄罗斯,据研究人员估计内幕情报。
超过585000新企业主创建自己的社区平台,3月从发廊VKontakte说,衣服的商店。
VKontakte俄罗斯以来已经创造了一个新记录用户活动称之为“特别行动”非军事化邻国,与一个内容激增11%卷在其平台上从2月24日到3月24日,根据监控品牌的分析。
俄语的体积内容发布在Twitter、Facebook和Instagram下跌5%,同期分别为16%和30%,班长说。
Vkontakte,通过广告赚钱,委员会从应用程序开发人员和用户支付订阅和一次性支付,贡献多一点公司五分之一的1258亿卢布(15亿美元)的收入。
VK的其他业务包括电子邮件提供商mail . ru游戏我单位。游戏和教育技术资产。
“互动服务的国内市场现在有一个很好的机会向观众展示其潜力,”安东Gorelkin,俄罗斯国家杜马的委员会的成员在信息和通信,告诉Telesputnik媒体3月下旬。“俄罗斯用户不只是有一个选择,他们有一个选择。”
俄罗斯天然气工业股份公司的影响
虽然没有直接取代外国社交媒体政策,政府已经承诺收入税收减免和优惠贷款企业和员工可以得到他们的军事服务延迟。政客们还鼓励用户切换到国内供应商。
政府也可能发挥间接作用的科技未来通过一系列复杂的投资包括俄罗斯天然气工业股份公司和媒体部门。
去年年底股东和管理层变动看到俄罗斯天然气工业股份公司媒体获得一块像样的VK的投票权在12月,增加了一个新兴的媒体帝国控制的国有能源巨头。
其投资可能很快还清后跌倒。VK的伦敦上市股票暂停交易后3月初跌至几乎为零,西方投资者放弃了俄国资产。
当VK的存托凭证交易周三在莫斯科恢复暂停超过一个月后,他们在一个会话从历史低点大涨72%,分析师与减少外国竞争。
2020年年底,俄罗斯天然气工业股份公司媒体获得RuTube,视频平台,要有惊人的相似之处字母YouTube,而每周用户数量在3月初上涨5.5倍,塔斯社援引该公司的话。
这些数字可能会增加更高的YouTube是在俄罗斯国家通信监管机构的压力下该像Facebook,可能很快就会遭受同样的命运,Instagram和Twitter。
尽管是受限制的,这些网站有时仍然可以使用虚拟专用网(VPN),俄罗斯已飙升的需求。YouTube仍自由访问。
但批评者认为RuTube还有很长的路要去竞争对手谷歌的视频产品。
RuTube的独特的月度用户数量是1770万年底的12月,俄罗斯天然气工业股份公司媒体的副首席执行官亚历山大Moiseev 2月说。相比之下,YouTube的8950万年俄罗斯2022年1月,根据Mediascope。
尽管RuTube视频播放器的作品不错,它缺乏算法建议使YouTube如此受欢迎,Sarkis Darbinyan,数字版权法律部门主管集团Roskomsvoboda告诉路透。
“这些服务是服务的质量和速度,最重要的是美国服务,用户已经习惯了“Darbinyan说。
VKontakte说,所有产品发布前进行了严格的测试”,它已经推出了230产品更新改进用户体验在过去的一年。
RuTube没有回应记者的置评请求。
新面孔
其他国内替代最近流行的外国服务已经启动了。俄罗斯天然气工业股份公司媒体公布11月份的粗汉的,竞争对手TikTok视频分享平台,已暂停直播和俄罗斯的新视频上传。
推出以来,约有320万用户在俄罗斯已经安装了粗汉的,相比为TikTok超过1000万,估计3月27日从跟踪器感应塔。
Rossgram、假Instagram的名字,设计和颜色方案,本周将推出,但其创始人只有成功地发布一个视频的一个原型小时后预定发射时间。
不同开发人员说,他们推出了黑色和白色的,忧郁的替代美国照片分享平台,称为“Grustnogram”,或“Sadgram”英语。其他人正在构建一个谷歌玩商店的选择。
Gorelkin和其他政府数据的另一个服务,促进了最近几周是消息传递应用电报,看似恢复与俄罗斯国家多变的过去,于2018年试图阻止它未遂。
电报创始人帕维尔Durov也是VKontakte背后的大脑,但逃离俄罗斯2014年的盟友克里姆林宫控制的平台。
电报称,其超过5亿的全球用户生成在一对多通道每个月超过了5000亿的浏览量。它允许赞助相关内容的信息在公共频道。在俄罗斯已经广受欢迎,平台将受益于任何用户WhatsApp外流。
去年在俄罗斯使用的约6700万人,据内幕情报估计,WhatsApp保持可用。
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