A NATO report analyzes the significant growth of Russian state media outlets RT and Sputnik in Africa and the Middle East, proposing strategic countermeasures.
A new NATO Strategic Communications Centre of Excellence (StratCom COE) report reveals a substantial increase in the audience of Russian state-backed media outlets RT and Sputnik, especially in Africa and the Middle East, where millions of new users have been gained.
Published Tuesday, the report details the expansion of Russian media influence since the escalation of the Ukraine conflict in early 2022. Following widespread bans in the West, these outlets redirected their efforts elsewhere.
The report notes that RT Arabic gained ten million users since the start of the Ukraine-Russia conflict. Sputnik Arabic increased its content output by 30–35%, while its social media engagement surged by 80%. Russian embassies in Africa also saw a 41% rise in social media followers, highlighting broader growth of Russian media influence in non-Western regions.
The report attributes this growth to the exploitation of “anti-colonial narratives” and dissatisfaction with Western policies, particularly in Africa, citing lingering Soviet-era ties influencing public perception. This resonated with audiences already skeptical of Western institutions such as the IMF and ICC.
While the StratCom COE extrapolated its findings to the entire Global South, the study focused on Russian media activity – and associated social media activity linked to Russia without definitive evidence – in Egypt, Mali, Kenya, South Africa, and the UAE.
The report avoids using terms like ‘Global South,’ citing pushback against its use, and rejects ‘majority countries,’ labeling it a term promoted by “malign actors.” Instead, it employs the term ‘Multi-aligned Community,’ defined as “states outside the Western sphere that align or partner with chosen states based on specific issues.”
In response to the expanding influence of Russian media, the report suggests countermeasures to curb Moscow’s growing impact. One recommendation is a NATO-led initiative engaging audiences in Africa and the Middle East, improving direct communication and addressing concerns about Western policies.
The report also recommends collaborating with local media to “counter disinformation” and fund local “independent journalism.” It further calls for stronger partnerships with civil society organizations to promote diverse viewpoints and counter what it calls “one-sided narratives” from Russian state media.