Russians’ demand for subscription services for movies, TV series, music, electronic and audio books continues to grow after the surge in demand in the covid year of 2020: from May 2020 to May 2024, the demand for such services tripled . This is stated in the study of the Internet acquiring service «T-Kassa», conducted as part of the analytical project T-Data.
The study is based on anonymized data on the business turnover of T-Kassa clients and transactions of T-Bank clients in the period from January 1, 2020 to June 1, 2024. The demand growth forecast was built using the ETNA artificial intelligence-based analytics and forecasting service.
Demand continues to grow
Russians’ demand for services that provide subscriptions to movies, TV series, music, electronic and audio books is growing by an average of 20–40% per year. In total, from May 2020 to May 2024, the demand for subscriptions to music, movies and TV series, as well as electronic and audio books, according to T-Kassa, tripled. ETNA forecasts that the positive trend will continue, with demand growing by a further 9% by January 2025 compared to May 2024.
Most users (85%) have one subscription to content services. Approximately 12% of Russians have two subscriptions, 2% have three subscriptions, 1% have more than three subscriptions.
The most active users of services that provide movies, TV series, music and books by subscription are people from 20 to 24 years old. Their share in the total number of subscribers is 21%.
People of this age are the most likely to be among subscribers tomusic services (28%). They are also the largest group among subscribers to online cinemas(19%). It is noteworthy that this same age group is more likely than others to visit offline cinemas (19% of all visitors in 2023) and more likely than others to buy books offline in 2023; this audience accounted for 20% of the total number of customers who made purchases in bookstores.
The main audience for subscriptions to online book services is middle-aged people: 30–34 years old (20%) and 35–39 years old (21%).
The ratio of women and men among subscribers is almost the same — 49 % and 51% respectively. Among younger subscribers, there are more men than women, but from age 40 onwards the situation is reversed. So, if among subscribers 15–19 years old there are 59% men and 41% women, then among 20–29 year olds the ratio is already 51% to 49%, and in the category 40–44 years old there are fewer male subscribers (48%), than women (52%).
According to 2023, the most subscribers for cinema, music and books are in Moscow. Their share compared to 2022 decreased from 19% of the total number of users to 16%.
The number of subscribers who do not live in cities with a population of one million is gradually growing. Their share in the total number of Russians using subscriptions to movies, TV series, music and books increased from 52% in 2022 to 56% in 2023.
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