▶️ Online Video Streaming Market Growth Slows

According to a study by the TelecomDaily research agency, which surveyed 10,000 users, the total subscriber base across the nine largest services reached 72.3 million people, representing a year-over-year increase of 7.8%. Meanwhile, the number of paying subscribers grew by just 2.6%, reaching 53.1 million.

These figures fall significantly short of the growth recorded between the second half of 2024 and the second half of 2025, when total subscriptions expanded by 26% and the paying audience surged by 44%.

The segment remains highly consolidated, with the top five players controlling 87.1% of the total user base and 87.7% of paying subscribers. Kinopoisk retains the lead with a 26.9% share of total subscribers (19.1 million people, 15.1 million of whom are paying). Okko holds second place with 18.7% (13.3 million total / 10.1 million paying), followed by Ivi in third with 16.8% (11.9 million / 7.2 million). Rounding out the top five are Wink with 13.3% (9.4 million / 7.3 million) and Kion with 11.4% (9.1 million / 6.8 million). Outside the top five are Premier (5.6%), Start (3.8%), Tricolor TV Online (1.9%), and Amediateka (1.7%).

Looking exclusively at paying users, platform shares shift slightly: Kinopoisk’s share rises to 28.4%, Okko’s to 19%, Wink’s to 13.8%, and Kion’s to 12.8%. Amediateka boasts the highest conversion rate to paying subscribers, at 83% of its total user base.

In terms of brand awareness, Okko leads the market with 68.5% unaided awareness and 92.1% aided awareness. Okko also topped the user satisfaction ranking, scoring 4.31 out of 5 points. The highest Net Promoter Score (NPS) was recorded by Premier at 43.1%, followed closely by Okko (42.3%) and Kinopoisk (42.0%).