Online movie theater users are more likely to watch Asian movies and series
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Users of online cinemas have stepped up their viewing of Asian films and series, streaming platforms note. Interest has grown against the backdrop of a reduction in the number of domestic premieres – the most high-profile projects are postponed to autumn, market participants and experts say. As a result, in general, in June, Russians’ interest in TV shows fell, Asian projects could not fully compensate for the outflow of audience.
The number of views of films and series (titles) produced in Asia and South America increased in the second quarter year on year, Kommersant was told in online cinemas.
Users began to watch South American and Asian titles by 46% more often, they say in Kion (controlled by MTS): interest in Chinese content increased by 4.5 times, Japanese – by 41%, and films and series of South Korean production began to be watched 19% more often. In Okko, Korean series showed the largest increase, but they do not disclose absolute figures there, specifying only that, in general, the volume of Korean content has doubled.
The ratings of South Korean and Turkish content are also growing at Wink. The service also notes a surge in interest in Latin American content: “It is caused by the premiere of a new version of the series The Rich Also Cry, which entered the top 20 most viewed between April and May.” At the same time, part of the audience began to revise the old Latin American series that were shown on Russian TV, Wink added.
Kion continues to replenish the library with Korean content: on the platform, you can find the series “Mouse”, “The Girl Who Sees Smells”, “Secret Royal Inspector and Choi”, etc. The growth in popularity of Asian and South Korean titles is primarily associated with the fact that the quality of content is improving and it has more and more fans, believes Alexei Ivanov, CEO of MTS Media.
After the departure of Western majors, Russian cinema chains and online platforms began to expand their catalog with new products from Korean, Chinese and Japanese copyright holders (see Kommersant on March 3). Market participants associated the trend with a wave of interest in Asian culture, as well as with the desire of the filmmakers themselves from South Korea and Japan to enter international markets.
The number of premieres of original Russian TV series in the second quarter on the sites, on the contrary, decreased, says a Kommersant source in the online cinema market: “Large premieres are postponed to the fall, when users return from vacations. Previously, foreign novelties filled the niche, but after the departure of the majors from Russia, there was a failure.
The reduction in domestic premieres is confirmed in the Kinopoisk Pro Index: “In 2023, the interest of residents of the Russian Federation in TV shows grew primarily due to domestic premieres. If a notable novelty or a new season of a favorite project does not come out within a month, the Index shows a decrease. As a result, in the second quarter, for the first time in six months, Russian projects occupied less than half of the lines in the top 20 most popular series of the month, and interest in them decreased to 34.53% (in March it was 42.99%), specified in the Kinopoisk Pro Index. .
It was not possible to compensate for the failure with alternative content: in general, the interest of Russians in TV shows in June decreased by 8% compared to May, according to Index: “The fall was also mitigated by several foreign TV shows that managed to break through to the Russian audience. First of all, it’s Black Mirror and The Good Doctor.” You can watch the old seasons of these series on Amediatek, the latest seasons are available on pirate sites and in RuTube, Kommersant was convinced.
Most movie services don’t comment on Index ratings, but Kion claims they haven’t reduced the number of premieres.
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