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🎳 GPM to complete media asset integration next year
Gazprom-Media Holding (GPM) will merge its key video assets—the video hosting platform Rutube, the vertical video service Yappy (formerly Shorts), and the online cinema Premier. The head of the holding, Alexander Zharov, announced this at the "Media Business" conference.
The full integration process is planned to be completed during 2026.
The merger is driven by the “challenging economic situation,” which allowed the holding to reduce the developer group and create a unified player and recommendation system.
Rutube is intended to become the main traffic generator, including for attracting audiences to Premier.
GPM plans to increase Rutube’s daily traffic from the current 19.5 million to over 27 million people to surpass YouTube in this metric.
The holding estimates that 70% of Rutube’s paying subscribers subsequently subscribe to Premier as well.
The audience of the vertical service Yappy is planned to increase to 2.6 million by the end of 2027 (currently 500,000 per day).
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