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FOCUS: Experts say ivi, Kinopoisk, Okko, Netflix lead in 2021 by pay clients

By Yekaterina Yezhova

MOSCOW, Feb 28 (PRIME) -- ivi, Kinopoisk, Okko, and Netflix led the Russian 2021 video market by the number of pay subscriptions and the number of viewers, experts said.

УThe main trends of last year continue that of 2020Тs Ц on average, the users visit from two to three online cinemas per month, while the top three Ц ivi, Kinopoisk, and Okko Ц control over 50% of the total pay subscriptions,Ф news and research agency TelecomDaily said in a statement.

TelecomDaily said it polled 1,720 adult online cinema viewers between January 24 and 31.

The most popular online cinemas hold over 20% of viewers. More than half of the respondents choose ivi periodically, which makes the service the most popular in the country. In 2021, Netflix elbowed Megogo and gained the fourth rank by most of the parameters.

Уivi is visited by 52.8% of the respondents, Kinopoisk by 41.5%, Okko by 34.3%, Netflix by 21.7%, Megogo by 20.3%. Last year Kinopoisk and Okko improved their positions, advancing by 3.5 and 1.5 percentage points, respectively,Ф TelecomDaily said, presenting January data.

Among the services with the highest share of the users with pay subscription were ivi with 20.6%, Kinopoisk with 17.3%, Okko with 12.2%, and Netflix with 10.8%. The fifth place is occupied by Wink with 7.4%, while Megogo followed with 6.8%.

УIn comparison to the results of JanuaryЦMarch 2021, the shares of ivi, Megogo, and Wink shrank, while Kinopoisk, Netflix, and OkkoТs positions improved,Ф the experts said.

TelecomDaily calculated the degree of loyalty by the duration of pay subscription.

УThe maximum share of the clients who pay for online cinema content for more than a year was demonstrated by Kinopoisk with 18.3% and ivi with 16.7%. The third place was occupied by Wink (12.5%), subscription to which is included into several bundle tariffs of mobile operator Tele2,Ф TelecomDaily said. Both Wink and Tele2 are parts of state-controlled telecom and digital company Rostelecom.

The services with the most loyal audience were Netflix with 12.5%, Okko with 8.3%, and Tricolor Kino i TV (Films and TV) with 8.3%.

УAccording to the poll, the subscription fee is the key factor when choosing a pay service -- 76.6% of the respondents said so Ц while the number of films means slightly less (70.8%). Such features as stability of a service and an option to cancel subscription at any moment had 56.3% and 51.3%, respectively. A friendly interface was chosen by 40.8% of the respondents, while only 26.7% of the respondents are ready to pay for exclusive films and series, which are not offered by other sites,Ф TelecomDaily said.

As to the frequency of watching, 28% of the respondents opened online cinemas from two to three times a week, 27% several times a month, 25% once or twice a month, and 19% almost every day.

The research also showed that more than 50% of the online cinema users prefer watching content via TV sets. Laptops or PCs are used by 27.33% and mobile devices by 21.67%.

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28.02.2022 10:51
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