The number of online cinema subscribers in Russia grew in the fourth quarter of 2022 and returned to the level of the beginning of the same year due to the audience aged 16-24, a GfK study showed. RB.RU got acquainted with the results.
At the end of 2022, 46% of citizens had a subscription and 31% had a paid subscription (the same numbers in the first quarter were 46% and 30%, respectively).
In the third quarter, the share of online cinema subscribers grew among respondents aged 25-34, and as of the end of 2022, this trend continued among the 16-24 audience.
Most of the young subscribers (16-34 years old) are collected by Kinopoisk, Wink has the oldest audience (25-55 years old). Interest in Ivy and Okko is highest among Russians aged 25-44.
Leaders among online cinemas:
- In terms of the total number of subscribers and the number of paying subscribers, Kinopoisk retains its lead for the second year. At the end of the year, 17.8% of urban residents aged 16-55 signed up for the service and 13.1% paid for the subscription.
- The second and third places were shared by Ivy and Wink: Ivy surpasses the Rostelecom service in terms of the total number of subscribers (10% and 8.3%, respectively), but is inferior in terms of the number of paid subscribers (6, 1% and 6.2% respectively).
- 5.8% of Russians subscribe to Kion, 3.4% pay for it.
- 6.2% of urban residents have a subscription to Okko, 3.2% pay for it. Online cinema dropped out of the three largest online cinemas in the second quarter of 2022 and was replaced by Kion in fourth place in terms of the number of paying subscribers.
The online survey involved 7,501 respondents aged 16 to 55 who lived in Russian cities with a population of up to 100,000 people. The subject of the study was 15 online cinemas: Ivy, Kinopoisk, Okko, Amediateka, Netflix, Google Play Movies & TV, Apple TV+, Premier, Wink, more.tv, START, Beeline TV, Kion, Megafon TV, Viju.
As previously reported, revenue from online cinema grew by 5% in 2022. At the same time, against the background of sanctions, its libraries have decreased by an average of 10%, and it turned out that alternative content purchased instead of foreign movies and series does not always attract customers.
Author:
anastasia mariana
Source: RB
I am Bret Jackson, a professional journalist and author for Gadget Onus, where I specialize in writing about the gaming industry. With over 6 years of experience in my field, I have built up an extensive portfolio that ranges from reviews to interviews with top figures within the industry. My work has been featured on various news sites, providing readers with insightful analysis regarding the current state of gaming culture.
