Media digital ecosystems as disruptive actors in the media communications industry (on the example of Yandex and VK)

Section: Media Economics

This article analyzes the transformation of the Russian media communications industry under the influence of the digital ecosystems (DES) of Yandex and VK, which are considered sources of disruptive innovation. The aim of the study is to identify the mechanisms of social, technological, and economic change initiated by these DES. The research methodology is based on a content analysis of company press releases (2010-2025) using the author’s assessment scale, adapting state technology assessment standards and international researchers’ approaches to measuring the dependence of social innovation. The results show that the development of key services of both DES is largely determined by social demands (in 68.9% of cases for VK and 52.5% for Yandex). The disruptive effect for the MCI is achieved through a comprehensive ecosystem approach that transforms market relationships, consumption patterns, and the operating principles of the entire media system. Yandex and VK are adapting to rapidly changing user needs. These companies are developing new features and platforms faster than traditional media companies, making them competitive and in demand. This creates opportunities for Yandex and VK to enter unoccupied niches and become leaders in new segments.

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To cite this article: Kalinovskaya V. V. (2026) Mediynyye tsifrovyye ekosistemy kak disruptivnyye aktory mediakommunikatsionnoy industrii (na primere Yandeksa i VK) [Media digital ecosystems as disruptive actors in the media communications industry (on the example of Yandex and VK)]. Vestnik Moskovskogo Universiteta. Seriya 10. Zhurnalistika 2: 25–50. DOI: 10.55959/msu.vestnik.journ.2.2026.2550