😎 Kion Media Director Shares Best Practices for Measuring Streaming Performance

Nikita Krivtsov, Media Director at the Kion online cinema (part of the ON Media holding within the MTS ecosystem), shared insights into marketing budget management, vendor evaluation, and core performance metrics. Over the past year, the platform’s combined audience across four distribution environments (OTT, IPTV, cable, and satellite TV) reached 16.3 million users.

According to the executive, modern media management requires shifting away from the traditional model of promoting standalone premieres toward marketing the platform’s total value proposition. At Kion, marketing investment management operates much like an internal venture fund: the team generates dozens of hypotheses targeting specific audience segments, pricing offers, and partnership mechanics—rapidly discarding underperforming tactics while scaling successful ones. Daily performance monitoring tracks traffic conversion, customer acquisition cost (CAC), payback periods, and renewal retention dynamics, enabling agile reallocation of focus from major launches to catalog promotion and retention initiatives.

Evaluating vendor performance and ad campaign effectiveness at Kion relies similarly on multidimensional user journey analytics. Krivtsov notes that agency expertise must align with precise business objectives at every customer touchpoint—from initial brand awareness to win-back campaigns for dormant subscribers.

This holistic approach to media mix optimization and creative strategy adaptation has delivered measurable returns: brand recall in platform advertising doubled, while acquisition costs declined amid overall audience and revenue growth for the service.