Nearly every second city dweller (47% vs. 46% in Q1) uses ecosystem subscriptions, according to a GfK study reviewed by RB.RU.
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The growth rate of subscribers of Yandex Plus, SberPrime and other services has slowed down since the beginning of 2024 – GfK
At the same time, the growth rate of subscribers has slowed down since the beginning of the year: in the previous three quarters, the penetration of subscription use grew by 2-4 percentage points, in the second quarter – by only one. However, the share of paying subscribers has not changed since the beginning of the year and is 32%.
The most popular ecosystem subscription on the market remains Yandex Plus. In the second quarter of 2024, 25.7% of citizens use a subscription, the share of paid subscribers is 19%.
SberPrime and MTS Premium remain in the top three, subscribed by 7.9% and 6.1% of citizens, respectively. MTS Premium is catching up with SberPrime in terms of the number of paid subscribers: 4.4% of citizens versus 4.6%, respectively.
The highest level of ecosystem subscription penetration was observed in Moscow and St. Petersburg (57%), as well as in the age groups 16-24 and 25-34 years: 52% and 55%, respectively.
The online survey involved 7.2 thousand respondents aged 16-55 living in Russian cities. The study covers the subscription ecosystems Yandex Plus, SberPrime, MTS Premium, Tinkoff Pro, YouTube Premium, Ozon Premium, Package, Megafon Plus, Apple One, Gazprom Bonus, Mixx.
Author:
Anastasia Marina
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
