A stark warning has been issued from within the Russian streaming community, painting a grim picture for content creators as early as January 2026. Ilya “Maddyson” Davydov, a prominent and often provocative figure, predicts a significant downturn, asserting that the “chocolate life” enjoyed by many streamers is rapidly drawing to a close. His forecast centers on a drastic reduction in advertising budgets from crucial financial partners: betting companies.
The Impending Economic Chill
Maddyson`s pronouncement, shared via his personal Telegram channel, suggests an imminent financial squeeze. He contends that betting companies, which he claims constitute approximately 95% of many streamers` income, are set to slash their advertising expenditures. This isn`t merely a minor adjustment; Maddyson describes the cuts as severe, stating, “The budgets have been [horribly] cut. They just aren`t there.”
The reasoning behind this impending shift, according to Maddyson, stems from new legislative measures impacting betting companies. These regulations are reportedly either cutting into their revenues or imposing additional taxes, thereby forcing a re-evaluation of advertising spend. In such a climate, “unprofitable” advertising channels, particularly those involving individual streamers, are among the first to face elimination.
“I thought whether to talk about this or not, but I`ll throw this topic out there anyway… The reporting quarter for streamers is ending – budgets are allocated for these quarters. Bookmakers are 95% of the money. Now this will change. For the next quarter, starting January 2026, budgets have been [horribly] cut. They just aren`t there.”
The “Blown Bubble” of Russian Streaming
Maddyson frames the current Russian streaming landscape as an “inflated bubble,” sustained by a potentially unsustainable flow of advertising capital. His cynical assessment posits that without these substantial injections of funds from betting companies, the perceived robust health of the industry may quickly dissipate. “There is no streaming industry in Russia,” he declares, implying its foundation is far more precarious than commonly believed.
This market correction is not expected to spare even established names. Maddyson notes that bookmakers are reportedly withdrawing support not only from smaller creators but also from “quite serious streamers” who previously boasted online audiences of 30,000-40,000 concurrent viewers. The crucial differentiator, he suggests, lies in the authenticity of engagement. If an audience is perceived as “dead” – implying inflated viewership figures or a lack of genuine interaction – those partnerships are becoming untenable.
Who Will Survive the Winter?
While the outlook is bleak for many, Maddyson indicates that some segments might weather the storm. “Whales” – presumably top-tier streamers with truly massive, engaged audiences and diversified income streams – may remain largely unaffected. Traditional advertising channels, such as television, are expected to retain their appeal to bookmakers, as they offer a perceived connection to “real sports” and perhaps a more measurable return on investment for large-scale campaigns.
Esports, too, might be an exception. Given its inherent ties to competitive betting and a demographic often aligned with gambling, advertising within the esports ecosystem could persist. However, for a vast swathe of individual streamers, the prophecy is unequivocal: “In the beginning of next year, almost all streamers will suck – almost everyone will lose their banners.” The underlying implication is clear: without the primary financial lifeline, many will face a harsh reality, perhaps even, as Maddyson bluntly states, “back to the factory.”
Beyond the Headlines: A Cautionary Tale for the Creator Economy
Maddyson`s prediction, while delivered with characteristic bluntness, offers a poignant case study for the broader creator economy. It underscores the inherent fragility of income models heavily reliant on a single, external advertising source, especially one susceptible to regulatory shifts and market consolidation. The reliance on betting company budgets, often seen as lucrative but ethically complex, reveals a vulnerability that few industries can sustain long-term.
This scenario highlights the evolving scrutiny on influencer marketing ROI. Advertisers are increasingly looking beyond mere viewership numbers to genuine engagement and conversion. When regulatory pressures amplify, the incentive to cut ties with partnerships that may be perceived as inefficient or artificial intensifies. The Russian streaming market, as depicted by Maddyson, appears to be on the cusp of a significant recalibration, forcing creators to adapt, diversify, or face obsolescence.
Oliver Brampton 
Finley Holt