UGC VS. TV: WHY YOUTUBE IS WINNING AGAINST ALL ODDS?

The article points to the features of media consumption of content on the YouTube platform in comparison with terrestrial television. By the audience and statistical analysis data, the author compares the audience reach of user-generated content on YouTube and the indicators of the federal TV channel Russia 1. For clarity purposes, statistics for the Rutube platform are also provided. The audience reach for the ten most popular YouTube information channels in Russia is separately considered in comparison with the highest-rated TV programs from January 1, 2024 to February 1, 2025. A conclusion is made about the existence of two fundamentally different models of media consumption. The first, conservative, involves watching information and entertainment programs on television and in Rutube mainly by older consumers. The second, which can be called liberal, is designed for a young consumer in general, ready to look for information content on YouTube, even if it is under various constraints. Due to their activity and consumer habits, representatives of the liberal model provide user content on YouTube with an audience that exceeds the audience size of any of the conservative media consumption platforms.