Alexey Kulikov became the new general director of the Nuum Video Platform of MTS, the Russian counterpart Tiktok and YouTube, replacing Natalya Bratchikov in this position, deduces from Rusprofile’s data, which was notable by Adindex. Previously, vedomosti sources reported mass reductions in Nuum.
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Team player. According to Kulikov’s page on LinkedIn, since January 2023 he served as director of financial and operational activities of the Social Network Platform Development Unit. In this publication, the superior manager developed the Nuum financial strategy, controlled long -term commercial planning and approved the processes within the acquisition framework.
At different times, Kulikov also worked as “MTS ENTERTEINMENT” (MT projects in the out -of -line entertainment field, including the ticket services “MTS Live” and Ticketland) and the project manager of the Department of Administration of the Administration Department Tax in MTS.
Course change. On February 18, Vedomosti, citing a source in MTS, two former employees of Nuum and the interlocutor in the competition company reported that since the beginning of 2025, 70-80% of the employees had abandoned the video platform. Two newspaper also said that Bratchikov should leave Nuum.
According to the interlocutors, dismissal occurs in the context of a “significant reduction in financing” of the MTS video platform. The closure of the project “The speech has not yet been happening”, but the development strategy will adjust, they said. The MTS press service said the site would continue to function, but the investment in marketing, content and development of a new functionality will stop “to a more favorable macroeconomic situation.”
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MTS launched Nuum in December 2023. According to the website of the platform, it still works in beta. By January 2025, the Service Hearing amounted to 3 million Russians over 12 years per month, derives from Mediascope data. The company declared that its coverage is 7.5 million people per month.
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In the spring of 2024, Bratchikova stated that MTS allocated 6 billion rubles for the development of Nuum. Then, the superior manager said that the content team of the video platform consists of 40 people, ten of which they arrived at the company from Tiktok after the service suspended the work in Russia.
Author:
Bogdan Muzychenko
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.
