▶️ Ivi launches ad-supported subscription tier

This subscription is half the price of the standard tier. Advertising will be integrated into content specifically for Smart TV (Connected TV) platforms. Unlike the service’s traditional free-to-watch model, this tier provides access to the entire library, including the latest releases.

The video advertising market in the Connected TV segment is seeing rapid growth, with experts projecting its volume to reach 50 billion rubles by 2026. For streaming services, this represents a strategy to bolster income amidst falling traditional ad revenues while attracting budget-conscious users.

While a similar model was successfully pioneered by Netflix, other Russian players—such as Wink and Premier—remain skeptical for now, arguing that existing subscription costs in Russia are already highly accessible.