🙋♂️ Online Streaming Platforms Boost Brand Awareness
Analysts at J’son & Partners Consulting have released their 2025 findings, focusing on brand awareness of video services among Russian audiences.
The key trend is the strengthening of domestic platforms and a sharp decline in foreign ones.
Brand awareness of Kinopoisk, Okko, and Ivi jumped by 12–16%. These platforms have firmly established themselves in users’ minds as the primary points of entry for online viewing.
The Premier service posted particularly strong growth, with spontaneous brand awareness rising from 15% to 26%.
The popularity of YouTube collapsed by a factor of 3.5, falling from 39% to 11%.
For the first time in unaided surveys, respondents began naming the pirate resource Zona en masse.
As for content, the most-watched new releases of the year were Oldskul and Whispered in Rybinsk, while among returning series the leader was Daddy’s Daughters. New. However, it was brand loyalty to the platforms themselves that became the key success factor this season.
