Development of media projects in Russia under the influence of social networks during restrictions (VK case study)

The transformation of Russian media projects under the influence of social networks in the context of limited access to foreign digital platforms in 2023–2024 has been studied. Using the VK case study, the key trends in the media industry’s adaptation to the new digital reality, including structural, economic, and technological changes, have been analyzed. The methodological base of the study combines content analysis of official VK data, user activity statistics, interviews with content creators, as well as a comparative analysis of strategies of Russian and international media platforms. The main conclusions of the study reveal three interrelated aspects of the transformation: VK’s transition from a social network to a multi-format media holding with an emphasis on short video and streaming services, a hybrid monetization model formation combining advertising, subscriptions, and crowdfunding, which made it possible to compensate for losses from the international advertisers departure, as well as an autonomous technological infrastructure creation, including CDN networks and systems recommendations based on machine learning. Special attention has been paid to the forced digital migration phenomenon. It is the reorientation of audience and content creators to local platforms, which leads to the redistribution of the media market and the emergence of new formats of interaction. The study results demonstrate that VK’s adaptation to sanctions restrictions has set a precedent for a stable media ecosystem capable of operating under external pressure, but has given rise to discussions about the long-term consequences of digital isolation for creative industries.

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