OUR AUDIENCE

Russian-speaking population of the United States comprises Russians, Ukrainians, Belarus, Kazakh, Armenian and other former Soviet ethnic groups residing in the USA and is assessed at about 6 million people in North America, thus being the second largest ethnic market representing 10.3% (2.9 Million people) of the total foreign-born population of 28.4 million. Other sources believe that the actual number of Russian-speakers is closer to 8 million now.

Russian-speaking Americans are considered the most successful immigrant group having the highest median income per household*, and represent a very solid sector of the multicultural market. They prefer to receive their information in their common tongue, and are more perceptive to information delivered to them in Russian. NTV-America is their most popular and trusted TV station broadcasting in the language they prefer.


  DEMOGRAPHICS & STATISTICS         VIEWERS BY STATE         VIEWERS BY AGE/INCOME/GENDER 

 

 

 

This is what Ameridia (www.ameredia.com/resources/demographics/russian.html), the most renowned source on ethnic marketing in the USA, says:

Russian American Population

  • Russian American population is estimated at approximately 2.9 million people. 
  • Second largest ethnic market representing 10.3% (2.9 Million people) of the total foreign-born population of 28.4 million. The leading ethnic group is Mexicans that represent 28% or 7.8 million of all US foreign-born population. 
  • Russian speaking population in USA and Canada is estimated to be about 6 million.

Leading States

  • New York, California, Illinois, Pennsylvania, Massachusetts.

Leading Cities

  • New York City, Los Angeles, Chicago, San Diego, San Francisco, Seattle, Detroit. 

Percentage Distribution

  • NY Tri-State Area – 24%
  • California – 16%
  • Illinois – 16%
  • Pennsylvania – 10%
  • Massachusetts – 8%
  • Florida – 7%
  • DC and Maryland – 3%

New York Population

  • New York leads the nation in the number of Russian Americans
  • About 1.6 Million reside in New York Tri-State area
  • About 600,000 reside in the City of New York representing 8% of the population
  • Numbers exceed those of other leading ethnic groups like Chinese (760,000) and Dominican (620,000)

California Population

  • There are an estimated 600,000 Russian-speaking people in Southern California
  • Major resident areas are: Hidden Hills, Calabasas, Los Angeles, Westlake Village, Agoura Hills and Simi Valley, in declining order of affluence
  • Median household incomes range from $80,000 for Simi Valley to $200,000 for Hidden Hills
  • Bachelor Degree holders range from 40% for Simi Valley to 75% for Calabasas.

Language 

  • There are an estimated 5.5 million Russian-speaking people in the Unites States
  • Most Russian- speakers are bilingual but generally prefer to speak their native language at home, and turn to Russian-language media for the latest news and information.

Household

  • 64% are married with an average of 1.6 children per family
  • Higher home ownerships rates (57% vs. 41%) and smaller family size (1.60 vs. 2.44) compared to overall US foreign-born population – translated to more wealth per household.

Incomes

  • Median Annual Household Income of $50,500
  • For New York, the median income of Russian-Americans was 47,000 compared to $38,866 for the general population, $42,199 for the Chinese and $19,800 for the Dominican community
  • 27.4% have an income of $50,000 or more. 23.2% have an income of $25,000 or less. 

Education

  • 53% hold a bachelor’s degree or higher
  • 80.3% have completed a HS Diploma compared to 67% for the foreign born population
  • Inclination towards higher education, high-paying employment and general readership

Media

  • Higher readership of in-language print media among older and first generations
  • Higher usage of Internet and online media among the more acculturated and tech savvy younger generations

Employment

  • Being an educated community, Russian Americans focus more on post-collegiate work participation and are involved in higher-paying employment
  • 67.5% are in managerial, professional, technical and sales occupations (compared to 45.6% for all foreign-born)
  • 21.4% are involved in service occupations (compared to 31.2% for all foreign-born)
  • 11.9% work as operators, fabricators, and laborers (compared to 18.7% for all foreign born)
  • 0.06% hold farming, forestry, and fishing jobs (compared to 4.6% for all foreign-born)
  • Labor force participation for the community was 23 years and older (compared to 16 years and older for all foreign-born)

Age

  • Median age of 32.5 years compared to 38.1 years for all foreign-born people
  • Higher population in the age group of 55 years and over (44.1% compared to 17.3% for all foreign-born people)
  • Lower population in the age group of 0-24 years (8.6% compared to 21% of all foreign-born people) and 25-54 years (47.6% compared to 58.7% of all foreign-born people). 

 

 

Our Audience Geography by State

NTVAviewers

 

Our Audience Profile by Age/Income/Gender

viewers2

Back to top