👁 Pay TV Audiences Are Migrating to OTT

According to the latest report from J’son & Partners Consulting, the primary catalyst for this growth was the OTT (Over-the-Top) segment, which now reaches 22.7 million households.

Shifting Delivery Methods

While traditional cable TV continues to lose ground—experiencing a 7% decline—both IPTV and satellite services are on the rise. Experts attribute this trend to a growing consumer demand for a stable signal amidst intermittent disruptions in mobile internet connectivity.

Pricing and Packaging

The Average Revenue Per User (ARPU) has climbed to 222 RUB. Consumers have largely accepted the price hike, as television services are increasingly bundled with home broadband, masking the individual cost increases within “all-in-one” packages.

The Rise of In-House Content

Operators are aggressively launching their own proprietary channels to differentiate themselves. Tricolor, for instance, has quadrupled its number of exclusive offerings. Furthermore, “mono-channels”—specialized networks dedicated entirely to a single franchise—are gaining significant traction.

Future Outlook

By 2030, analysts project market revenue to reach 247.3 billion RUB. The strategic focus will shift toward niche content and the aggressive development of proprietary media platforms to maintain subscriber loyalty.