Between July and September 2023, the share of consumers in Russia who rely on ecosystem subscriptions rose to 40 percent, up from 37 percent in the prior quarter. The proportion of paying users among all subscribers also climbed, moving from 25 percent to 28 percent. These shifts were observed in a study conducted by the international research firm GfK, which tracked how audiences engage with digital services over time. The data suggest growing appetite for bundled digital offerings, even as the overall market dynamics show uneven penetration across regions and subscription categories.
When looking at rankings within the market, there is little evidence that the overall rise in subscription adoption alters the leading players. Yandex Plus remains the dominant ecosystem subscription, capturing 22.4 percent of respondents who reported using the service in Q3 2023, up from 20.6 percent in Q2. The fraction of citizens who pay for Yandex Plus also increased, rising from 15.3 percent to 17.1 percent. The study highlights that the most saturated markets for ecosystem subscriptions are in major cities, with St. Petersburg showing particularly strong penetration at 48 percent, followed closely by Moscow. The results point to urban centers as the primary engines of growth for bundled services, reflecting higher digital engagement and a wider array of available offerings in these metropolises.
Despite Yandex Plus’s lead, other major players continue to hold their places in the top tier. SberPrime and MTS Premium remain firmly within the top three, indicating a balanced mix of offerings that appeal to different consumer needs—from entertainment and media to financial services and telecom benefits. This stable positioning suggests that households are increasingly evaluating value across a range of bundled options rather than chasing a single provider.
The study drew on a survey pool of 7,500 respondents aged 16 to 55, living in various Russian cities including smaller towns with populations under 100 thousand. This sample approach aimed to capture diverse usage patterns and to reflect how subscription ecosystems are adopted across urban and regional contexts. The breadth of the field helps illuminate how different demographics—students, working professionals, and families—interact with bundles and how they assess ongoing value, price changes, and service limitations over time.
Overall, the research examined nine ecosystem subscriptions: Yandex Plus, SberPrime, MTS Premium, Tinkoff Pro, VK Combo, YouTube Premium, Ozon Premium, Package, and Megafon Plus. The inclusion of such a range underscores the variety of digital services bundled together—from streaming and app access to shopping benefits and telecom perks. The findings illustrate a market that is expanding beyond a single dominant player, with consumers increasingly weighing cross-service benefits, price points, and the convenience of integrated solutions as they decide where to invest their subscriptions and which ecosystems best align with daily routines and long-term digital habits. (GfK, 2023)”