Russia’s MegaFon has launched a subscription that combines the four of the leading streaming services in the country.
According to the company, it studied the behaviour of users of such services in a mobile format and found that almost half (48%) actively use two or more on a long-term basis. Furthermore, their number is growing.
Pavel Tulubyev, commercial director of MegaFon, said: “Based on the needs of our subscribers, we have collected four key video services into a single subscription — Start, Premier, ivi and Okko. This gives users freedom of choice. Fans of movie premieres can easily switch between video services on any given day and enjoy watching movies and series on one of four platforms. If the user watches one of the (services) he does not pay for the remaining ones”.
A single MegaKino subscription costs R299 (€2.9) per month. With it, users will be able to save 75% of the total cost of four services. At the first stage of the MegaKino project, it will be offered to the most active users of the services, and from September it will become available to all MegaFon subscribers.
Victoria Mikhno, business development director of Premier, said: “We are pleased to be part of the MegaKino project, which allows viewers to choose another convenient way to subscribe to their favorite online cinema. We consider it important for the development of the market to test multifaceted ways of interacting with the audience. Premie has a huge content library that is updated monthly with both original projects and foreign films and series. Therefore, we are confident that the possibility of subscribing to Premier will please MegaKino users”.
Alexandra Kovalenko, head of partner programs development at Start, added: “Start will take part in the project pilot with interest. For us, this is an opportunity to give millions of MegaFon users across the country access to our own content — this is more than 1,350 hours of original content, among which are the leading series in terms of viewership”.
