The international research company GfK has published a rating of online cinemas in Russia for the fourth quarter of 2021.
In 2021, the number of online cinema subscribers in Russia has increased markedly. At the end of the fourth quarter, 44% of residents of Russian cities used subscriptions to online cinemas. For comparison, in the first quarter of 2021, this figure was 36%. At the same time, 28% paid for a subscription, while at the beginning of 2021 the same indicator was 17%.
Kinopoisk and Ivi are far ahead of their competitors in terms of the total number of subscribers – 14.4% and 11.2% of respondents, respectively. Moreover, among the urban residents surveyed, the total number of people with a Kinopoisk subscription increased during the year by more than one and a half times – from 8.8% in the first quarter to 14.4% in the fourth. The number of people paying for a subscription to the service almost doubled, from 4.8% to 9.3%. This allowed Kinopoisk to overtake Ivi this year in both indicators and become the market leader. The number of paying subscribers at Ivi in the fourth quarter of 2021 is 6.0%.
Also, over the past 12 months, 35% of citizens used Ivi, and 34% used Kinopoisk. At the end of the year, growth in the level of use was shown by Okko (21% in the fourth quarter compared to 19% in the first), Netflix (17% vs. 14%), Wink (12% vs. 9%) and Kion (6% since the launch of the service). in April 2021).