Online cinema ivi plans to launch a mobile subscription this week for 99 rubles a month. Now the service has only one subscription for 399 rubles.
The platform decided to change its development strategy and pay more attention to increasing the mobile audience and the time users spend watching content on their smartphones, Vedomosti found.
The online cinema declined to comment on information about the change in strategy and the launch of a mobile subscription.
ivi was the leader among online cinemas, but in June it lost the palm to Kinopoisk, which took 24% of the market against ivi’s 22%, according to data from TMT Consulting.
ivi’s mobile audience at the end of 2021 represented half of the total number of unique users of the service, the audience of the web version – about 30%, Smart TV – 20%.
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