Data analysis provides interesting insights into the current situation in the Belarusian segment of YouTube:
The dominance of state media and Russian content creates a peculiar “scissors effect”:
- On one hand, as seen in the previous chart, state channels produce a significant volume of content (CTV BY – 3.4%, TRK Brest – 3.8%, and others).
- On the other hand, they gain additional reinforcement due to the presence of a large amount of Russian content in the trends, which often promotes a similar informational agenda.
(YouTube Trending in Belarus / 2025-01-07)
The systematic work of state media on YouTube demonstrates their adaptation to modern formats:
- Regular content releases (as evidenced by the high percentages in the first chart).
- Utilizing YouTube not just as an additional platform but as a full-fledged distribution channel.
- Synergy with Russian content, creating a broader reach.
For major independent media outlets (Belsat Group – 2.2%, NEXTA Group – 1.4%, Malanka Group – 1.3%, and others), the situation is complicated by the need to compete not only with local state media but also with the massive flow of Russian content in the trends.
The current situation poses certain challenges for the development of independent content:
- The need to compete simultaneously with two major sources of content (Belarusian state media and Russian content).
- The necessity of finding unique formats and topics that could attract the audience’s attention despite the dominance of other content.
- The importance of developing sustainable content production models that would allow for more regular material releases.
This situation emphasizes the importance of not only increasing the volume of content by independent media but also finding effective strategies to compete in the current informational landscape.
This publication was prepared by the Information Policy Blog.
