Industry aspects of pricing, segmentation and competition in the Russian market of digital VoD services

DOI: 10.33917/mic-1.114.2024.55-67

This article examines the sectoral aspects of pricing, segmentation and competition in the Russian market of digital VoD services in modern socio-economic conditions. Various pricing models (video monetization) are considered in order to create a successful video business based on loyal viewers based on three main formats: SVoD, TVoD and AVoD. It is shown that the Russian streaming platform market has been gaining popularity in recent years and grew by 44% in 2023 compared to 2022 year.

The Russian online platforms that produce or plan to produce their own video content and those who have not yet started filming, but have expressed a desire to produce their own content, are analyzed. The partnerships of online cinemas with ecosystems, telecom operators and other service companies are considered.

It is shown that over the past year and a half, Russia has demonstrated a serious breakthrough in creating an alternative to the most popular Western video hosting.  Rutube has already begun to support a load of 50 million people and has successfully survived a number of digital platform upgrades.

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