Online cinemas have increased their fan base – Kommersant FM
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Russians have become more active in subscribing to online cinemas. The number of subscriptions in the second half of 2023 increased by almost a quarter, according to the results of a TelecomDaily study. According to the agency, at the end of December their number broke a record and exceeded 45 million. The leader among video services was Kinopoisk, accounting for a quarter of the issued subscriptions, over 11 million. In second place is Wink, which merged last year with more.tv, almost a fifth of users choose them. The top three most popular online cinemas are closed by ivi, with a share of 15%.
The interest of Russians was largely influenced by the growth of domestic original content, says Denis Kuskov, CEO of the analytical agency TelecomDaily: “First of all, this was facilitated by the creation of a fairly large number of originals, that is, Russian-made films. Another factor is the increase in the number of subscriptions within families. Since all services offer different content, there are several subscriptions; now their number per family can reach up to three.
After the departure of foreign managers, primarily American ones, online cinemas significantly increased their purchases of content in other countries: India, China, Korea, and Turkey. But, as a rule, there is segmented demand for it. For a significant part of the subscriber base, domestic films and TV series are of greater interest.
I am confident that growth will continue. The market is changing, in two or three years the number of companies operating in this market will decrease. Now, according to our data, the top five account for more than 75% of the TV viewing market. And in just a few years, roughly four players will account for about 85-90% of the viewing. The growth dynamics of subscriptions is also reflected in revenue; most likely, in relation to 2022, profit will increase by approximately 25%.”
Against the backdrop of foreign distributors leaving Russia, the volume of pirated content on the RuNet almost doubled over the past year. At the end of 2023, Roskomnadzor blocked over a million illegal links. The income of such services also almost doubled, to 12 billion rubles, according to data from the InterMedia agency.
But some foreign new products are still available to Russians legally, said Alexey Ivanov, CEO of MTS Media, which owns the Kion online cinema: “In the third quarter of 2023, the number of our users increased by 33%. About 70% of viewers watch originals projects. With foreign content, everything is not so clear. Naturally, he became different. These are not only Hollywood blockbusters, but also films of Turkish, Korean and French production.
At the same time, I can’t say that blockbusters have completely left the market; they appear quite regularly. Here, we probably need to separate the majors who have left and the independent providers who continue to supply content to the Russian market.”
According to Kinopoisk, Russians are increasingly watching TV series, and the figure has been growing for several years in a row. In the top ten most popular domestic projects of 2023, for example, “The Boy’s Word. Blood on the Asphalt”, “The King and the Clown”, “Major”, “Daddy’s Daughters” and “Fisher”. In addition, the Turkish melodramas “Kingfisher” and “Knock on My Door” were popular.
Everything is clear with us – Telegram channel “Kommersant FM”.
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