skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Introduction

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.

Highlights

  • 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

Summary

  • In brief
  • Ovum view

Recommendations

  • 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

Appendix

  • Methodology
  • Further reading
  • Author

Recommended Articles

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team: +44 7771 980316


Asia-Pacific team: +61 (0)3 960 16700

US team: +1 212-652-5335

Email us at ClientServices@ovum.com

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Email us at pr@ovum.com

Contact marketing - 
marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now