According to the study, the number of companies purchasing… (вырасти · исследование · рекламодатель)
According to the study, the number of companies purchasing influencer advertising integrations on Max increased 7.5 times in the first five months of the year. Ad spending on Max grew 37 times, and the average check increased 4.7 times over the same period.
Consensus
- The number of advertisers in Max increased 18 times from January to May 2026
- Total ad spending in Max grew 37 times during the same period
- Average ad cost increased 4.7 times during the period
- The advertising market in Max is transitioning from small to medium-sized
- Analysts believe the ad spending in Max could reach 3–5 billion rubles by year-end
Points of divergence
- The share of Max in the total volume of marked advertising content rose from 0.8% in January to 5.35% in May — vedomosti
- The platform is in the adaptation and formation stage of new marketing models — vedomosti
- Testing of comments in channels began in June — vedomosti
- Stories feature is planned for summer — vedomosti
- A quick account switching feature is expected by end of 2026 — vedomosti
- The platform is in the adaptation and formation stage of new marketing models — kommersant
Coverage (2 sources)
- Number of advertisers on Max has grown 18 times since the beginning of the year — Ведомости
- Number of advertisers at 'Max' increased 18-fold since the beginning of the year — Коммерсантъ