GfK study: ecosystem subscriptions reach 40% of city dwellers in Q3 2023

International research company GfK for the first time publishes a ranking of combined subscriptions in Russia for the third quarter of 2023. The company conducts regular surveys on the use of ecosystem subscriptions among residents of Russian cities aged 16-55[1]. A total of 40%[2] of city dwellers aged 16-55 used ecosystem subscriptions in July-September 2023, compared to 37% in the second quarter of 2023. The share of paying users of ecosystem subscriptions also increased from 25% to 28%.[3]

Accordingly, the share of paying users of ecosystem subscriptions increased from 25% to 28%.

The overall growth in subscriptions did not affect the positions of the top 3. Yandex Plus remains the most popular ecosystem subscription in the market. In the third quarter of 2023, 22.4% of respondents use the subscription compared to 20.6% in the second quarter. The share of paid Yandex Plus subscribers also increased from 15.3% of citizens to 17.1% respectively. SberPrime and MTS Premium remain in the top three, with 6.0% and 4.9% of citizens subscribing to them, but the gap between them is narrowing (last quarter – 5.6% and 3.7%, respectively). Moreover, MTS Premium is catching up with SberPrime in terms of paid subscribers – 3.2% of citizens vs. 3.4%, respectively.

The highest penetration of ecosystem subscriptions is in Moscow and St. Petersburg (48%), as well as in the 16-24 and 25-34 age groups – 47% and 48% respectively.

The online survey involved 7,500 respondents aged 16 to 55 living in Russian cities, including small towns with populations of up to 100,000 people. The subject of the survey were 9 ecosystem subscriptions: Yandex Plus, SberPrime, MTS Premium, Tinkoff Pro, VK Combo, YouTube Premium, Ozon Premium, Bundle, and Megafon Plus.

Survey respondents were asked about the nine ecosystem subscriptions.

The ITZine.ru editorial team asked GfK why this particular mix of subscriptions was chosen, which does not include Apple One. There are no comments yet.

[1] Subscribers in this study are defined not only as those city dwellers who are directly subscribed to subscription accounts, but also as members of households who share a subscription.

[2] Including free and trial subscriptions.

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[2] Including free and trial subscriptions.

[3] Here and below, increase/decrease is used for indicators for which statistically significant differences have been identified.

[3] Here and below, increase/decrease is used for indicators for which statistically significant differences have been identified.