From the results of the study, it also became known that only 26.7% of respondents are interested in the opportunity to watch original films and series that are not available on other sites. At the same time, for 76.6% of survey participants, the cost of a subscription is important, for 70.8% – the size of the film library, for 51.3% – the ability to cancel the subscription at any time.
If we talk about the gadgets from which users watch the content of online cinemas, then more than 50% of them choose to watch from TVs, with 34.17% using applications in Smart TV, and 16.17% go through a set-top box. 27.33% of respondents watch from a laptop or computer, 21.67% from mobile devices.
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Previously, it seems that the study was conducted by the international company GfK. According to a survey of 7,500 Russians, the leaders in terms of the total number of subscribers in Russia in 2021 were the online cinemas Kinopoisk and IVI. In the fourth quarter, 14.4% and 11.2% of residents of Russian cities were subscribers of these two online cinemas, respectively,” the study says.
According to the study, “in terms of use” for 2021, 35% of citizens aged 16–55 used IVI, and 34% used Kinopoisk. “In terms of knowledge”, together with IVI and Kinopoisk, the Okko multimedia video service entered the top three. In terms of user willingness to recommend the service in 2021, Netflix took first place.
The researchers also noted that in 2021, the number of subscribers to online cinemas in Russia increased markedly: 44% of respondents used them, and 36% in the first quarter of the year.