Ecosystem market can reach 130 billion rubles by the end of 2024

According to analysts, the number of users will also increase: from 66.1 million people in 2023 to 76.5 million in 2024. The study points out that the market’s financial indicators are growing more slowly than the user base, since a part A significant number of subscribers take advantage of promotions and promotional periods (around 10-20% of the annual base), and also due to the “useful life” of subscribers in ecosystems.

According to Dmitry Kolesov, director of the new technologies department at J’son & Partners Consulting, outsourced services are gradually disappearing from ecosystems or are being standardized according to the needs of ecosystems. The agency sees the development of digital assistants, especially with voice interfaces, as the main growth driver in the future.

The head of the Yandex Plus directorate, Andrey Gevak, said that the number of subscribers to the service exceeds 33.7 million people. The company continues to expand its offer: now subscribers can use not only music, movies and refunds, but also the services of Yandex Books, sports and children’s content, as well as Yandex Pay. Previously, Yandex collaborated with Sber, but in 2020 the companies divided their joint business, which included the Yandex.Market and Yandex.Money projects.

At MTS, the number of ecosystem subscribers in the second quarter of 2024 exceeded 15 million, said Natalya Lesogor, director of the ecosystem product development department. The income of these users increased by 14.2% and the average bill also increased.

Meanwhile, Sber noted that the market for subscription models slowed down by 10% to 15% after the departure of foreign services, but continues to grow both in number of users and market volume. The company predicts that by the end of 2024 there will be an average of 1.7 subscriptions per user. In September 2024, the number of SberPrime users exceeded 15.5 million.

The analytical agency Spektr calculated that in 2022-2023 the ecosystems were significantly updated: 37 services were closed (15% of their initial number) and 67 new ones were opened (an increase of 28%). The agency’s managing partner, Nikolai Sedashov, notes that the market ecosystem is saturated and the subscriber growth rate has slowed down, so companies are focusing not only on attracting, but also retaining clients. One solution would be to provide the ability to use all services within an ecosystem without having to subscribe to multiple services. Subscriptions to specific niches of health, telemedicine and sports will also grow, which will help promote these areas, he added.

As a GfK study showed, in the second quarter of 2024, one in two people used ecosystem subscriptions. The top three were Yandex Plus, SberPrime and MTS Premium.