π Kinopoisk and Ivi integrate subscriptions
For the first time in the Russian OTT industry, two of the largest online cinemas, Kinopoisk (market leader with a 33.9% share) and Ivi (16.3% share), have implemented a two-way integration of their subscriptions to expand audience and content.
Users of both platforms can now subscribe to the partner service, gaining access to its content. The Ivi subscription is available for purchase on Kinopoisk (via Yandex Plus payment tools), and the Plus subscription (with Kinopoisk content) is available on Ivi.
The partnership is implemented on a revenue-sharing model, which the companies believe is extremely important amid rising content production costs.
Both platforms aim for viewer convenience, allowing subscriptions to be managed within a single personal account. According to experts, the main goal is to increase the number of subscriptions per user, as the base of new subscribers can no longer grow at previous rates.
