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Study: The number of households in Russia with at least one subscription to an online cinema has grown by 40%

The analytical agency TMT Consulting has published a publicly available report on the online cinema market in Russia for 2023. According to the company’s estimates, in 2023, the income of legal streaming services increased by 39%, to 94.2 billion rubles.

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The growth rate was higher than last year’s 31% (total market growth excluding the revenue of Netflix and Megogo in 2021 and 2022. Taking into account the revenue of departed video services, market growth in 2022 compared to 2021 was 17%).

 

Among the reasons for the growth are an increase in the production of its own original content, an increase in its quality, as well as an increase in promotion costs and strengthening the user habit of paid subscriptions. The market, in turn, was negatively impacted by the high level of piracy and the lack of Western innovations.

 

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  • Online cinemas earned 6.6 billion rubles from advertising, which is 19% more than in 2022. After a 9% decrease in advertising revenue in 2022 due to the departure of many large foreign advertisers from the Russian market, the growth rate returned to the level of 2021 (then it was 15%)

 

  • The growth in income received under the paid model amounted to 41% – 87.6 billion rubles

 

  • Kinopoisk again became the largest cinema in 2023 – it increased its share from 23 to 30%, as well as revenue from 78 to 89%; the number of subscribers increased to 11 million people

 

  • Second place goes to “Ivy” – a share of 15%, the platform’s revenue excluding income from the sale of licenses for content of its own production increased by 24%, and the number of paid subscribers increased by 47% – from 3.5 to 5.1 million

 

  • Third place for Wink – a share of 13%, streaming revenue increased by 91%, the video service took 2nd place in terms of the number of paying subscribers (9.5 million)

 

  • Okko is fourth with a share of 9% – revenue has grown by almost a quarter, and total viewing time has doubled

 

  • Start is in fifth place with a 7% share, increased revenue by 40% year-on-year, and the number of paid service subscribers grew to 3.4 million

 

  • Kion – 6% share, revenue grew by 29%, the number of paid subscribers to the service increased by 1 million over the year and reached 5.7 million, the total viewing time almost doubled

 

  • “Amediateka” – 5% share, revenue increased by 23%, the number of paid users increased by 60%; streaming is increasing its performance largely due to foreign content

 

  • Premier – almost surpassed the 5% mark of the market, revenue increased by 88%, the number of subscribers – by more than 40%

 

Representatives of TMT Consulting note that the number of households with at least one paid subscription to an online cinema grew by 40% at the end of 2023 – by the end of the year it amounted to 18 million.

 

In December, 27% of Russian households already had at least one paid subscription. On average, one household with paid subscriptions subscribed to 2.5 online cinemas.

 

According to TMT Consulting forecasts, in 2024 the online cinema market will grow by 20-25% and amount to about 115 billion rubles, exceeding the size of the pay television market.

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