Analysts reported on the growth of the market of online cinemas in the Russian Federation by 40% in the first half of the year

by time news

The market of online cinemas in Russia in the first half of the year grew by 40% compared to the same indicator in 2020 and amounted to 18.3 billion rubles, follows from the publication of the analytical agency “TMT Consulting”.

“The Russian market of legal VoD services operating on the OTT model and offering professional video content for viewing continues to demonstrate high growth rates. According to the results of the first half of 2021, it increased by 40% compared to the first half of 2020 and amounted to 18.3 billion rubles. “

Analysts predict that by the end of 2021 the market may grow to 39 billion rubles.

The market leader was ivi, whose revenue increased by 32% compared to the first half of 2020. The second place was taken by the online cinema “Kinopoisk”, whose revenue grew by almost 2.5 times. The third and fourth services in Russia were Okko (its revenues decreased by 13%) and Megogo (service revenue in the first half of the year increased by 33%).

Subscription has become the main business model for online cinemas, TMT Consulting notes: its share in the structure of user payments increased from 84 to 89%. Revenues from user payments amounted to RUB 16.3 billion. In turn, advertising for video services brought 2 billion rubles.

Among the factors that had a positive impact on the market, according to analysts, were the strengthening of the user habit of consuming video content in the format of an online cinema, including on a paid basis, as well as the offer by services of exclusive content – films and TV series of their own production. In addition, the growth of the market was facilitated by the active promotion of their video services by companies through advertising, trial periods, partnerships and inclusion in ecosystems.

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