Ring in the New Year takes a modern twist in Russia's Yakutia
Yakut Citizens Actively Wish Happy New Year on Eve's Eve Night
YAKUTIA.INFO dives into digital revelries during the New Year holidays as Russians flock towards messaging apps like Telegram and WhatsApp over traditional calls. MegaFon, a telecommunications giant, reports a continuous decline in voice traffic dating back seven years as users opt for engaging chat platforms that offer a slew of communication options.
As the New Year approaches, the trend becomes exacerbated. In 2025, voice traffic plummeted by 9.7% compared to the same period the previous year, while internet traffic per user surged by 12.6%. This 2025 New Year marked a significant shift in digital habits from the previous year, with voice traffic falling by 7% and internet consumption rising by a mere 6%.
The Far East regions saw a 4% decrease in voice calls during the festive season. The residents of Zabaykalsky Krai remain traditionally loyal to voice calls, accounting for 19% of the total voice traffic amongst the Far East. However, the Primorsky Krai and Yakutia closely follow with 18% and 16%, respectively. Interestingly, Yakutia experienced the highest mobile internet traffic, generating 20% of the total traffic in eastern Russia.
On New Year's Eve 2025, Telegram reigned supreme as the most popular messenger, with a 13% surge in traffic. WhatsApp followed closely, boasting a 30% increase, almost twice as high compared to Telegram. The true winner of the night was Snapchat, a favored messaging app amongst youngsters for images and videos, which seized the third spot with an astounding 86% increase in traffic.
Among social networks, VK emerged victorious with a 35% increase in traffic on New Year's Eve, followed by TikTok with an 18% surge. Interestingly, "Classmates," a rival social media platform, experienced a 19% decline compared to the previous year.
In the video platforms category, "VK Video" and "Kinopoisk" took the lead, with "RuTube" chasing closely behind. Surprisingly, RuTube recorded a whopping fivefold increase in traffic year-over-year. VK's video service and "Kinopoisk" witnessed a 146% and 24% surge respectively, while YouTube fell significantly to eighth place as major Russian online cinemas stole the limelight.
The data suggests a paradigm shift in communication preferences, with video platforms and messaging apps thriving among Russians during the New Year holidays. MegaFon remains vigilant, constantly monitoring their clients' preferences to swiftly adapt to evolving needs, optimize network operations, and cater to emerging demands. Stay tuned for a dive into new and exciting trends shaping the digital landscape in Russia!
Hashtags: * Megafon Yakutia * New Year holidays * Yakutia subscribers
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Interesting insights:
- Messaging apps offer more features like texting, media sharing, and group conversations, leading to their popularity.
- Environmental challenges in regions like Yakutia can make messaging apps more reliable for communication.
- Messaging apps can be cheaper or free, making them attractive in economically challenging areas.
Finance plays a significant role in the shift towards digital communication during the New Year holidays, as residents prefer cost-effective options like messaging apps over traditional calls.
As technology advances, messaging apps cater to various lifestyle preferences, offering features such as texting, media sharing, and group conversations, which contribute to their growing popularity.
