The Russian video hosting service Rutube has long been overshadowed by YouTube, often seen as a secondary platform. However, in recent years, the situation has changed dramatically. After restrictions were imposed on the main platform in Russia, bloggers turned their attention here, and now the platform is experiencing a real boom.
But what does Rutube look like now? How profitable is monetization on Rutube in 2025? How should one properly develop a channel, and is it possible to earn serious money here? Let's break it down step by step.
Rutube in 2025
Just a couple of years ago, this name elicited confusion from most content creators. The platform existed on the periphery, perceived as unnecessary and ineffective.
A turning point came in 2022 when YouTube began to impose serious restrictions on Russian users. Initially, these were barely noticeable changes. But by 2023, the situation took a threatening turn — video creators were left without official monetization, and in 2024 the application "slowed down" for all Russian accounts.
It was then that bloggers' eyes began to involuntarily turn towards Rutube. The first to make the move were smaller creators. Then, seeing that the platform was indeed developing, larger creators also flocked to it.
If in 2023 the average daily number of visitors to the social network was modestly around 2 million, by mid-2024 this figure confidently surpassed 4 million. But a real explosion occurred in the fall of 2024 — by September, there were a record 10 million daily users. For comparison, this figure is comparable to a giant like "Yandex.Music."
Why has Rutube become popular?
Natural migration
The situation with YouTube acted as a catalyst, but it was not the only reason. Initially, creators simply duplicated their content "just in case," but gradually they began to notice that their videos were gaining a respectable number of viewers.
Quality leap in platform development
Back in 2022, the interface irritated users more than it delighted them. However, over the past two years, the hosting service has made enormous strides in terms of convenience:
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Completely redesigned player
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Improved recommendation algorithms
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Convenient monetization system
It is especially worth noting the introduction of comprehensive analytics; now bloggers can track not just the quantity but also the depth of views, attention retention, demographic data of viewers, and other metrics.
Serious investments and support
Rutube stands out favorably from its counterparts. It does not suffer from a lack of funding and is actively developing thanks to substantial investments. Moreover, the social network has attracted exclusive content from major media holdings, making it even more appealing to the general public.
Monetization in 2025
Just a few years ago, the prospect of earning money on a Russian hosting service seemed like a bad idea to most bloggers. Many didn’t even think about whether there was monetization on Rutube.
However, 2025 drastically changed the rules of the game — it now offers some of the most favorable monetization conditions on the Russian digital market.
But how exactly does the earning system work on Rutube in 2025? Let’s break down all the details.
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Russian citizenship and age of 18 or older. Status verification occurs almost instantly due to integration with State Services.
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Status of self-employed, individual entrepreneur, or legal entity. This is a new requirement for 2024 linked to tax legislation. Interestingly, for beginner bloggers, the optimal option has become the status of self-employed. It can be registered in just a few minutes through a banking app or State Services.
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5,000 effective views. Only views longer than 1 minute are counted.
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A minimum of 2 published materials. You can use old videos from YouTube thanks to a convenient import tool.
Please note! Unlike the global leader, where monetization requires 1,000 subscribers, here only real views are counted, disregarding the number of subscribers. This makes the video service attractive for new content creators.
How to apply for monetization?
First, let's figure out how to enable monetization on Rutube. Follow these simple steps, and you can start earning from your content.
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Create an account.
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After registration, go to the studio — this is the control panel for your channel.
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Come up with a unique and memorable name that reflects your theme. Briefly describe what you discuss here and what interests viewers. Specify keywords to improve searchability. Upload a high-quality image that reflects the essence. The cover should be attractive and relevant to the theme.
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Start publishing content. You need to upload at least two videos. You can import from other sites if they comply with this platform's rules.
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The publications must gain 5,000 views. Only those views where the viewer watched the video for more than a minute are counted. This is a necessary step for receiving approval for monetization.
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After reaching the required viewer count, go to the "Monetization" section. Fill out the application and provide all necessary information.
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Once the application is submitted, Rutube will review it and decide on the possibility of monetization. This process usually takes a few days.
After approval, you can start earning.
How much is the payment?
No one can tell you exactly how much monetization on Rutube will pay; it always depends on a combination of factors. Moreover, the service does not disclose precise figures, but according to bloggers and analysts, the average CPM (cost per 1,000 impressions) in Russia is 150–170 rubles.
Here’s an example of how to calculate income from monetizing videos on Rutube:
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1,000,000 views ≈ 170,000 rubles (at CPM of 170 ₽).
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100,000 views ≈ 17,000 rubles.
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500,000 views per month ≈ 85,000 rubles.
The theme of the videos
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High CPM (200–300 ₽ and above): finance, cryptocurrency, business, technology.
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Medium CPM (100–200 ₽): games, cars, travel.
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Low CPM (50–100 ₽): entertainment, memes, short videos.
Length and ad placements
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The longer (8+ minutes), the more mid-roll ads can be inserted.
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Revenue from ads at the beginning is lower, but they also affect overall earnings.
Engagement. Likes, comments, and watch depth increase CPM.
If content consistently garners 500,000+ views per month, earnings can exceed 70,000–100,000 rubles (especially in profitable niches).
Pros and cons for bloggers
Advantages
One of the key advantages of this video platform is the high CPM, which in certain niches (like finance, technology, business) can even surpass its world-famous counterpart. Experts estimate that in 2024, some bloggers reported CPMs of 200–300 rubles, making the platform attractive for commercial content.
Another advantage is the quick connection to monetization. Unlike YouTube, where you need 1,000 subscribers and 4,000 hours, here earnings are available almost immediately. This is especially beneficial for new authors who want to generate income from their first posts.
The internet resource actively collaborates with Russian advertisers, which reduces risks of blockages and payment issues. In the context of sanctions and restrictions, this is a significant argument in favor of choosing the platform. Additionally, users can import content, simplifying migration for bloggers who already have archived materials.
Disadvantages
Before asking how to monetize on Rutube, it would be wise to understand that this is not a gold mine. There are its own pitfalls here.
Strict moderation is one of the major problems. Even if a creator has permission to use someone else's content (like music or borrowed fragments), the video can still be blocked. This creates difficulties for review and reaction creators.
Another downside is limited promotion tools. The recommendation algorithms here are not as powerful as others, making it harder for new authors to organically gain subscribers. Experts note that subscriber growth largely depends on the blogger's own activity rather than the system's automatic recommendations.
Furthermore, the overall audience is still smaller than that of YouTube. Even though the service is actively developing, competition among creators is growing, and breaking into the top is more challenging. Nevertheless, analysts predict an increase in the user base in the coming years, which could change the situation.
How to increase income?
For stable earnings, it is not enough just to upload videos; it is important to build a proper promotion strategy. Based on our experience, we have highlighted several key directions that help increase income.
SEO content optimization
One of the main factors for growth is search engine optimization. Carefully work on titles, descriptions, and tags, using key queries that users enter. For example, instead of a general title, it’s better to choose something more specific. It is also worth experimenting with thumbnails: bright, intriguing thumbnails increase CTR (click-through rate), which positively affects ranking.
Engagement and interactivity
Algorithms, like those of other sites, prefer content that retains viewers and stimulates activity. Therefore, engage with your subscribers in the comments, ask questions, conduct polls. Short vertical formats also work well; they can be used as "bait" to attract new people with a subsequent transition to the main content.
Collaborations and cross-promotion
Joint projects with other creators are one of the most effective ways to expand the user base. Moreover, choose not just popular bloggers but those whose themes intersect with yours. For instance, gaming content creators should collaborate with streamers, while financial experts can work with business analysts. Additionally, you can announce videos on social networks and thematic communities to attract external traffic.
Statistics analysis and strategy adaptation
Without studying data, it is difficult to understand how monetization works on Rutube and what brings real money. Here, it is important to track average watch time. If viewers quickly close the video, it may be worth rethinking the structure of the videos (for example, making the editing more dynamic or strengthening the beginning). Also, analyze traffic sources. If the main influx comes from search, focus on SEO; if from recommendations, focus on retaining attention.
Prospects
Experts are confident that Rutube is poised for significant growth, and there are several compelling reasons for this. In the event of a potential complete block of YouTube in Russia, the video service could become the main alternative for millions of users. Even now, viewers and content creators are gradually transitioning here, and if the largest video hosting service truly ceases operations in the country, this could trigger a real influx of new users. Such a scenario opens up enormous opportunities for those who begin to develop their profiles now.
Financial support plays a key role in sustainable development. The video hosting service receives funding, allowing it to enhance functionality, improve recommendation algorithms, and expand services for authors. Unlike independent projects, Rutube has a stable resource base, meaning it can confidently invest in long-term development. This makes the service a reliable choice for those planning to build media presence in the Russian segment of the internet.
Another key factor is the growth of the advertising market on social media. More and more brands are viewing the resource as a promising platform for promotion, especially in the context of reduced available marketing resources. Monetizing content is becoming a reality, and thanks to relatively low competition compared to YouTube, even beginner authors can quickly capture the attention of the audience and advertisers.
Conclusion
Rutube in 2025 is no longer the "younger brother" of YouTube; it is a full-fledged platform with a million-strong audience and good opportunities for monetization. Yes, there are challenges here, but there are also plenty of advantages: high CPM, quick access to earnings, and support from Russian advertisers.
And remember: for stable monetization, regularity plays a decisive role. Use autoposting on Rutube via Postmypost. Schedule the publication of long videos and Shorts at any convenient time — whether in an hour, a day, or even a month. This will free you from routine and allow you to focus on content creation!
