MTS optimizes the costs of its Nuum video platform: the Russian analogue of Tiktok and YouTube. Since the beginning of the year, around 70-80% of the employees left the service team, a source in MTS, two former platform employees and an interlocutor in a Smolato to Vedomosti company.
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According to the newspaper, some 250 people left NUUM, mainly employees of the marketing and content departments, including the leaders of these areas. All employees were dismissed by the agreement of the parties.
According to the two sources of Vedomosti, Nuum will soon leave the general director of the Natalya Bratchikova platform, who directed it since the creation of Vienna 2023. The superior manager refused to comment.
Risk reduction. The dismissed take place in the context of “substantial financing” by Nuum by MTS, the old and current operators were told to Vdomosi. According to them, the closure of the project “The speech has not yet been maintained”, but the development strategy will be adjusted. The MTS press service confirmed that the platform will continue to run, but the investment in marketing, content and development of a new functionality will stop. “As part of the transformation of the group, we reduce the number of experimental and high -risk investments to a more favorable macroeconomic situation,” explained the operator representative.
Acceleration of a competitor. The MT could be affected by the news history associated with the victory of Donald Trump in the presidential elections of the United States, the possibility of renewing the complete YouTube operation in Russia and the return of the advertising instruments of the platform, the founder of the Advertising Agency of the Digital Church. Mark Khludnev. According to him, Nuum has not yet been interested in a large number of large advertisers, and it is extremely difficult to compete with YouTube in this area.
- MTS launched Nuum in December 2023. According to data on the website of the platform, it still works in beta version mode. By January 2025, the monthly service hearing amounted to 3 million Russians over 12 years old, deduces from Mediascope data. The company declared that its monthly coverage reached 7.5 million people.
- In the spring of 2024, Bratchikova said MTS allocated 6 billion rubles for the development of Nuum. Then, the superior manager said that the content team consists of 40 people, ten of which arrived at the company from Tiktok after the Chinese service suspended the work in Russia.
Photo on the cover: Nuum
Author:
Timur Bcyrov
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.
