Rutube 2023: a second life?

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So, let's remember the past 2006, when RuTube was just launched. It was from this platform that Ilya Maddison, humorous Max 100500 started. Everyone was talking about how super-promising this platform was. But over time, all the rose-colored veil fell and the popularity began to decline, and bloggers settled in other social networks.

Last April, the news was buzzing about Gazprom buying all the rights to RuTube. But the most interesting thing is that this had already happened in 2008. And in 2014, representatives began looking for a new owner for the video hosting service. But 6 years later, Gazprom wanted to return the service, which it did. The Gazprom team explained this by the need to build a full-fledged ecosystem of video services addressed to audience segments with different models of video consumption.

Functionality and service ratings
Rutube has launched with a new interface, and new opportunities for content monetization have become available.

The service has really become pleasing to the eye and modern. The banner has changed, as has the display of the grid of video cards, and the publication dates of the videos are also indicated.

The player is larger, there is an additional button "To the top", which helps the creator in promoting the content. And an important change: the "comments" section has appeared. The launch of broadcasts is also available.

By the way, what I would like to note is the "Podcasts" section. The list is not as extensive as I would like, but even among the small number of podcasts presented, there is something to choose from.

Convenient distribution of sections by topics, for example, children, cars, culture, music. In order to turn on a video in the background while cooking dinner or cleaning, it is the best, because the search does not take much time.





But there is one key snag: the platform publishes "re-uploads" from other services. This is not unique content that can attract an audience. But the Rutube team announced the launch of a show with young celebrities. Who will participate in it is still unknown, we can only wait.

On Rutube you can run your own blog and update content. In addition to videos from bloggers, the site features a large number of TV series and channel broadcasts, such as TNT, Match TV, and so on. And with a paid subscription, films and TV series without advertising have become available, by the way, it is very convenient!

As promised, these are not the only changes that await us. "The audience always comes for the convenience of consumption and content. Both of these components will be presented in the updated Rutube and the new video platform focused on short user content," the holding's press service told Novaya Gazeta.

Many media experts confirm the opinion that repetition is worse than the original. Also, bloggers  wordpress web design agency and their teams directly voice their position that influencers will not agree to leave the world-famous YouTube for the sake of a lifeless domestic analogue. At least in the near future, because there are more worthy alternatives.

There are many opinions about why Gazprom is investing in RuTube. Some consider it from the economic side, some from the political side. We will not get the truth. There is only one thing left - to observe the development, to decide for yourself whether you will be part of this service, on which side you will be: a user or a blogger.

Gorelkin also said: "I think that with the right approach, it has a chance. Firstly, Gazprom has a lot of its own content for the video platform. Secondly, Rutube can very well establish monetization under some conditions of exclusivity or premiere and offer our bloggers interesting conditions."

The best option to have some kind of base on the platform is to re-upload content from the main platforms, which is what some users are doing now. In case there is increased pressure on Western platforms. Rutube will probably get priority among all domestic services

Let's sum it up


There has been a revival of the good old Rutube, it is not the brightest and is quite controversial. The team has returned with updates and plans for the service, which gives small hope that it will be a unique, domestic platform for self-expression, creating unique content. As of today, there are no colossal shifts, but we are anticipating and waiting.