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This case study analyzes ivi's go-to-market strategy and evaluates the results it managed to achieve in the five years following its launch.


  • A mix of several OTT video monetization models has proved to be a good solution for the Russian market. AVOD is used as a way to attract consumers to legal VoD services, while SVOD and pay-per-view models are targeted either at high-end consumers or experienced AVOD users.

Features and Benefits

  • Explains what helped ivi to succeed in a market where digital piracy is rife.
  • Assesses ivi's strategy for gaining subscribers.
  • Identifies the major OTT TV players in the Russian market.
  • Explains why Netflix failed to disrupt the Russian OTT TV market.

Key questions answered

  • Which monetization models does ivi use?
  • How was ivi able to compete with illegal video streaming?

Table of contents


  • In brief
  • Ovum view


  • Recommendations for service providers
  • Recommendations for ivi

Using multiple monetization models to address content piracy

  • Setting the business context
  • Bringing the strategy to life
  • Outcome assessment


  • Methodology
  • Further reading
  • Author

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