A typical monthly budget for an ecosystem subscription sits near 500 rubles for many users. A TelecomDaily survey examining information and analytical trends indicates that roughly six in ten Russians are ready to spend this amount every month.
Beyond that baseline, about 17% of respondents would pay up to 800 rubles, and around 15% are willing to invest as much as 1000 rubles monthly.
The study highlights five subscriptions as the most popular among Russians: Yandex Plus, Sber Prime, Ozon Premium, MTS Premium, and T-Bank Pro. In practical terms, around 60% of participants use Yandex Plus, 39% use Sber Prime, and 32% subscribe to Ozon Premium.
Participants identified banking services, access to discounts on shopping, and content as the core categories subscriptions should cover. Each major ecosystem, however, brings its own distinctive strengths. Some focus on a rich content library, while others emphasize financial services or shopping perks.
Yandex Plus stands out for awareness and reach. Approximately 82% of respondents recognize the Yandex Plus brand, and 57% actually use the service.
For Sber Prime, 68% recognition and 39% current usage were reported. Ozon Premium shows 57% recognition and 32% usage, MTS Premium 51% recognition and 21% usage, and T-Bank Pro 41% recognition with 22% usage.
Across content-related categories, Yandex Plus leads in several areas. It dominates Content with 73% of users connected, Transport including ride services at 53%, Delivery at 65%, Travel at 28%, Cloud storage at 37%, and Children’s services at 12% (based on the study). This pattern illustrates how a single ecosystem can excel across multiple service layers.
Banking capabilities appear most advanced within T-Bank Pro and Sber Prime, with 88% and 80% of subscribers leveraging these financial features, respectively. Ozon Premium subscribers, meanwhile, place high value on savings on purchases, a feature highlighted by 79% of users.
When it comes to content preferences, movies and television shows top the subscribed content, followed by music and podcasts, with e-books and audiobooks ranking third. This ordering underscores how bundled services evolve to meet broad entertainment needs while also delivering practical, everyday value across shopping and payments.