Users of ecosystem services reported the amount they were willing to pay for subscriptions 08.28.2024, 19:17

For most users, the most preferable price for an ecosystem subscription is up to 500 rubles. According to a survey by the information and analytical agency TelecomDaily, 60% of Russians are ready to spend this amount every month.

17% of respondents are willing to pay up to 800 rubles for a subscription, and 15% are willing to pay up to 1000 rubles.

According to the study, the five most popular subscriptions among Russians are Yandex Plus, Sber Prime, Ozon Premium, MTS Premium and T-Bank Pro. Thus, almost 60% of the respondents use a Yandex Plus subscription, 39% – Sber Prime, and 32% – Ozon Premium.

Respondents cited banking, commerce (discounts on products), and content as the most important categories of services included in the subscription. At the same time, each large ecosystem has its own strengths. Some specialize in content services, while others specialize in financial services.
82% of respondents call Yandex Plus the most recognizable and popular service, while 57% use it.

For the next subscription, Sber Prime, these figures were 68% and 39%, for Ozon Premium 57% and 32%, for MTS Premium 51% and 21%, and for T-Bank Pro 41% and 22%, respectively.

“Yandex Plus” is ahead of other subscriptions in terms of audience share in the categories “Content” (73% of users are connected), “Transport” (including taxi – 53%), “Delivery” (65%), “Travel” (28%), “Cloud storage” (37%) and “Children’s services” (12%).

Banking services turned out to be the most advanced in T-Bank Pro and Sber Prime – they are used by 88% and 80% of subscribers, respectively.

Ozon Premium subscribers appreciated the opportunity to save on purchases. This feature was noted by 79% of users.

Users ranked movies and TV series as the most important content they subscribe to, followed by music and podcasts in second place, and e-books and audiobooks in third place.