In Russia, the Max messaging app, developed by VK, is predominantly filled with state-registered channels, according to an analysis by Agentstvo. The study examined nearly 169,000 channels, revealing that approximately 70% are registered by government entities and public institutions.
State Dominance in Max Channels
Agentstvo's analysis shows that out of nearly 169,000 channels on Max, about 118,200 are registered by government agencies and public institutions. This includes municipal authorities, schools, kindergartens, and administrative bodies, with municipal authorities and state institutions alone accounting for over 70,000 channels.
Business and Independent Channels
Business channels created through the Partner Platform represent about 13% of the total, equating to roughly 21,600 channels. The remaining 17% of channels, approximately 29,100, were not created via the Partner Platform and generally lack direct state affiliation.
Subscription Patterns and Audience
Max's press service reports hosting over 170,000 public channels with a combined audience of 80.5 million followers. Agentstvo estimates the analyzed channels have 88.3 million total subscriptions, with only 26.3 million subscriptions linked to state-run channels. Notably, more than half of all subscriptions are concentrated among the top 1% of channels, with seven out of the ten most-subscribed channels being state-affiliated or propagandistic.
