The kremlin Is Losing Its Main Propaganda Outlet

Over the course of more than four years of full-scale war against Ukraine, the proportion of people in russia who consider television their primary source of information has dropped significantly. On the eve of the invasion and during the first year of hostilities, approximately 60% of russian respondents received all their news exclusively from television. However, in 2024–2025, this figure dropped to 55%, and by early 2026, it stood at just 47%.

At the same time, the percentage of those who do not turn on the TV at all or do not even have one at home is growing rapidly. While in the first half of 2022 such viewers accounted for only 18%, by March 2026 the figure had risen to 33%.

This trend is largely driven by the total disconnect between kremlin disinformation and the actual situation on the front lines. russians are increasingly outraged by the authorities’ efforts to downplay or completely ignore pressing issues. In the spring of 2026, 44% of russian citizens are actively following events in Ukraine, and only 30–35% of them still trust official information from TV and state media.

The situation is even worse regarding “love for the zombie box” among russian youth (aged 18–30). In this demographic, only 16% of respondents cite television as their primary news source. The vast majority have long since switched to the internet and social media.

In an effort to maintain control over its core audience for propaganda, the kremlin blocks alternative platforms and attempts to artificially control the flow of “correct” news online.

However, the effectiveness of these efforts is highly questionable: currently, 55% of russian consumers are convinced that they would lose absolutely nothing if television were to cease broadcasting entirely for at least a year.