As the audience of video platforms grows, advertisers are increasing their budgets for video advertising accordingly.

MAU of the VK Video service in July this year amounted to 76.4 mn users, while at the end of the first half of 2025, the total viewing time of VK Video increased 4.4-fold year-on-year. The growth in audience metrics is followed by an increase in business investment: in the first half of the year, 42% of advertisers increased their budgets for video formats.

The number of video ad impressions increased by around 54% in the first six months of 2025. Revenue from video advertising on VK platforms grew by 71%^[1] compared to the same period a year earlier. At the same time, the volume of both Instream advertising and native integrations is expanding.

Video formats are most often used by advertisers in the following categories: e-commerce, food and beverage, and video games. At the same time, the following categories stand out in terms of the growth rate of investment in this format: real estate (93% growth), education and employment (82%), and household goods (73%).

Automatically generated video content is on par with bespoke videos. In the food and beverage, education, and real estate niches, 45% of impressions came from videos created using VK Ads.

Video ads up to 10 seconds long have the best click-through rate (CTR). The average CTR increases by 10–15% with each repeat viewing of such an ad. Video ads for FMCG and healthcare products have the highest view-through rate (VTR).

Read more: VK video advertising trends in 2025: which formats work and what’s happening to budgets

^[1] Revenue from video advertising on VK assets and OOO “Edinoe Video”