AI-Powered Recommendations Help Russians Find Movies That Match Their Mood

With smarter algorithms, viewers are spending twice as much time watching personalized content on Russian platforms.

Advanced personalization algorithms powered by artificial intelligence are helping Russian viewers discover content they enjoy more quickly. As a result, time spent consuming content has doubled, according to Darya Pugachyova, Head of Research at Gazprom-Media Holding, who spoke at the St. Petersburg International Economic Forum.

She noted that AI-driven recommendation systems significantly boost user engagement across digital platforms—especially important in an era of multitasking, where people are watching TV while browsing social media, chatting on messengers, and ordering food.

Gazprom-Media Holding actively uses AI to personalize content across its platforms. In its PREMIER online cinema, AI analyzes viewing history to generate curated playlists tailored to user tastes. On the video platform RUTUBE, which has over 80 million monthly users, algorithms process a massive library of more than 411 million videos.