🙈 Ecosystem Subscribers Leave Streaming Services Unwatched

By early 2026, the total number of active subscriptions in Russia reached roughly 120 million, with an average price tag of 400 rubles per month and a penetration rate of 1.9 packages per user. Market leaders include Yandex via Yandex Plus (47.5 million subscribers), Sber via SberPrime (24 million), and MTS via MTS Premium (18.2 million).

Despite these impressive reach metrics, between 40% and 60% of ecosystem subscription holders do not utilize the integrated online streaming services included in their plans. Consumers frequently sign up for a bundle to secure a single specific benefit—such as higher interest rates on bank deposits or free delivery—effectively overpaying for unnecessary media perks. Furthermore, 72% of Russians report having experienced unexpected recurring charges for forgotten subscriptions.

Analysts warn that a lack of genuine engagement among passive users creates long-term risks for ecosystems themselves: “dormant” subscribers exhibit low brand loyalty and are prone to churn at the earliest opportunity.

On March 1, 2026, an updated amendment to Russia’s Law on Protection of Consumer Rights came into force, prohibiting platforms from charging bank cards removed from user profiles and requiring services to issue advance notifications prior to subscription renewals. However, industry experts note that the lack of established legal precedents and regulatory audits has so far prevented any major market reshuffle or widespread cancellation surge. Meanwhile, State Duma officials emphasize that the primary objective at this stage remains improving public digital literacy and adapting the industry to new transparency standards.