The non-commercial organization "Radio Frequency Spectrum" today
presented a study of the audience of the TOP-50 Telegram channels, which was blocked in Russia in April.
The study is based on calculations of the average growth rate of the main indicators of channels after blocking the messenger in Russia. The most informative indicators of the authors recognized the number of subscribers and the average coverage of one post. According to researchers, the average coverage of the post is a key indicator, because it reflects the volume of the active audience of the channel.
The data source used was Telegram Analitycs service rating.
What are the results?
The dynamics of the indicators of the TOP-50 Telegram channels indicates a decrease in the audience activity of the channels (views) compared with the period before the start of the block. In most of the analyzed channels, the number of subscribers is growing against the background of a decrease in the average coverage of the post, while the publication activity of the channels remained almost unchanged except for the period of April 12–16, when the authors actively covered the agenda around the blockage.
The main results of the study are reflected in a table with temporary changes in the indicators of coverage and subscribers:
As the authors note, during the beginning of the blockages, the media indicators of news, political and educational channels and blogs grew. After blocking, there was a rapid growth of channels dedicated to cryptocurrencies. After blocking, entertainment channels, catalogs of channels, bots and stickers, as well as channels dedicated to education, health, business and sales were hardest hit.
Thus, a significant loss of the average coverage of posts is demonstrated by channels from the categories “Games and Applications” (-75.8%), “Sales” (-50.7%), “Business and Startups” (-47.8%). The coverage of the categories “Telegram-catalogs” (-37.7%) and “Entertainment” (-8.5%) also noticeably fell.
What conclusions do the authors make?
The authors of the study find it difficult to say for sure whether the reduction in the number of views is related to the unstable operation of the service or to a natural rollback after the mid-April rush. In their opinion, the steady growth of individual channels may be a consequence of the authors' policies, including a successful advertising campaign.
It is predicted that the outflow of active users from channels devoted to entertainment, health, goods and services will continue, provided the service is unstable. Less at risk of losing subscribers and reducing views channels, creating unique content that has no alternatives to other sites.