In July-September 2023, the audience using ecosystem subscriptions increased to 40% of Russians, compared to 37% in the second quarter of 2023. At the same time, the share of paying users increased from 25% to 28%, according to a study by international company GfK.
The research company states that the overall increase in the number of subscribers does not affect the top 3 rankings. Thus, Yandex Plus remains the most popular ecosystem subscription on the market. 22.4% of respondents using it in the third quarter of 2023; In the second quarter, this rate is 20.6%. The share of paid Yandex Plus subscribers also increased from 15.3% to 17.1% among citizens, respectively. It is also evident from the study that the highest penetration of ecosystem subscriptions is in Moscow and St. Petersburg. It turns out that it is in St. Petersburg (48%).
At the same time, SberPrime and MTS Premium remain in the top three.
It was recorded that 7,500 people aged between 16 and 55, living in Russian cities, including small towns with a population of up to 100 thousand people, participated in the online survey.
The subject of the research was 9 ecosystem subscriptions: Yandex Plus, SberPrime, MTS Premium, Tinkoff Pro, VK Combo, YouTube Premium, Ozon Premium, Package, Megafon Plus.