Rambler & Co, owned by Alexander Mamut, plans to launch its online cinema. Experts warn that the growing annual minimum of 30% of the online video services market is already consolidated.
Holding Rambler & Co intends to launch its own online cinema, a source familiar with the plans of this Internet company said. The holding is really now studying this issue and by the end of the year should decide whether it is worth investing in creating such a video service, RBC’s interlocutor, close to Alexander Mamut, confirmed.
The press service of Rambler & Co did not respond to RBC’s request at the time of publication.
The interest of one of the largest Russian Internet holdings to create their own cinema is one of the sources of RBC explains several reasons.
In the spring of 2017, Alexander Mamut bought two theatrical networks – “Cinema Park” and “Formula Cinema”. The combined network with 622 rooms in 75 cinemas became the largest player in the film market, whose share of “Nevafilm Research” estimates at 13.8% (the share of the second largest player, the Ural network “Premier Hall” with 265 rooms in 180 cinemas, almost twice less – 5.9%). Leading positions in the film distribution will make it easier to negotiate with content distributors and get better conditions for the purchase of rights in the digital environment, the source said.
In May of this year, Rambler & Co became a co-owner of Dalton Media, which developed a platform for managing the video content of the Eagle Platform. She, as specified by Kommersant, suggests that the rights holder pays video service for the distribution and storage of content. The presence of an existing platform reduces costs when creating an online cinema, said the source RBC.
Finally, the source of RBC continues, the Internet company already has an audience for which the consumption of video content is characteristic, which implies a reduction in marketing costs for launching a new online cinema. In September, the all-Russian daily audience of Afisha.ru service was approaching, according to Mediascope, to 135 thousand people.
Possible investments Rambler & Co in the creation of its own online cinema, if it is decided to develop this project, the interlocutor refused to assess, noting only that within three to five years it is about “billions of rubles.”
The domestic market of online video services has been growing at least 30% annually over the last three years, states TMT Consulting. In 2016, it increased by 40%, to 4.8 billion rubles. And the revenues from advertising services grew by 22%, to 2.5 billion rubles., Incomes from user payments – by 65%, to 2.3 billion rubles. Forecast TMT Consulting for 2017 – market growth of 31%, to 6.3 billion rubles. And by the end of this year, the paid model will prevail over the advertising one: 3.4 billion (+ 49% by 2016) against 2.9 billion rubles. (+ 16%).
The rapid growth of incomes from user payments by the analyst of TMT Consulting Elena Krylova connects with the popularity of Smart TV. “More and more people began to buy films to watch them in good quality on the big screen,” the analyst said. – In general, growth is due to sales of new products: in one to two weeks you can already watch new movies. ”
In addition, Krylov notes, the fight against illegal content is positively influenced by the development of the market. Since October 1 of this year, amendments to the law “On Information, Information Technologies and Information Protection” have come into effect, allowing providers to block “mirrors” (copies) of blocked websites in a simplified mode.
According to the results of 2021, TMT Consulting forecasts, user payments will provide already two-thirds of the revenues of video services: 7.4 billion versus 4 billion rubles. receipts from advertising.
The market of online video services is already consolidated, according to TMT Consulting. The three largest legal online theaters – ivi, Okko and Megago – collected 62% of all revenues last year. Nevertheless, new projects continue to appear on it.
In particular, the National Media Group (REN TV and Channel Five), STS Media (STS, Domashniy, Che, CTC Love), VGTRK intend to create their own video service that will unite “the entire broadcasting infrastructure” (“Russia 1”, “Russia 24”, “Russia K”, etc.) and the “First Channel”. However, while in the registered in September for these purposes, LLC “Vitrina TV” only one founder – the National Media Group.
In October, the Start production company, Yellow, Black and White, launched the Start cinema, known for such projects for the STS channel as “Cuisine”, “Hotel” Elion “,” Give the Youth “. And the co-owner of the online cinema was the structure associated with “Solaris Promo Production” Alexander Karmanov, a key content provider for TNT.
The largest domestic Internet companies – Yandex and Mail.Ru – still prefer to act as partners of existing online theaters. Although both companies announced that they are ready to produce content themselves.
Even the project of a large holding company is not guaranteed success in the consolidated market, Krylova notes. She recalls that the holding “Gazprom-Media” in 2011 launched its own cinema Now.ru: “There was a big advertising campaign, a lot of money was invested, but the project did not go. Maybe because of the fact that then the user was not yet ready to pay for the content. ”
If Rambler & Co will be licensing professional content, it will be pushed by elbows in the already formed market, without having the opportunity to offer something unique, says Alexei Byrdin, general director of the Internet Video Association (joins ivi, Megago, TV1000Play, Amediateka and TVzavr) . In his opinion, Internet companies with greater traffic are more advisable to act as aggregators of content.
A similar resource-aggregator already exists in the portal “Rambler”. True, his audience is not large. All-Russian daily audience of the service “Rambler / video” in September was, according to Mediascope, 77 thousand people. While the portal as a whole is almost 2.2 million people.
Authors: Sergei Sobolev, Irina Li.
Article in Russian: RBC Daily