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Pay TV in Russia enjoys increasing popularity. In IAA Rustelecom’s estimations by December 2013, the pay-TV services in Russia had some 24.6 million households as subscribers. Compared with 2012, the pay-TV subscriber base grew by about 14%. The most active segments that showed growth are satellite TV
(due to successful development of projects "TV-card", "Tricolor TV") and IPTV (through projects of "Rostelecom" and "Beeline TV").
Pay-TV penetration rate by the end of 2013 is estimated at nearly 45% of the total number of households. By the end of 2014, this figure is estimated by IAA Rustelecom to be around 50%.
Domestic pay-TV market has not yet reached saturation. This is especially true in remote regions - Far East, Siberia, North Caucasus.
Pay TV market volume in 2013 increased by 11% and amounted to 47 billion rubles. Most of the industry’s revenue is generated by the Central and Volga Federal District.
Significant share of total Russian subscriber base accounts for Moscow and Moscow region as a whole, which together gathered about 11% of all households connected to the pay-TV services.
Major players in the pay-TV market Russia in 2013 are "Tricolor TV" (market share 34%), "ER-Telecom" (10%), MTS (12%), "Rostelecom" (9%) and "Beeline TV "(4%).
"Tricolor TV" occupies a leading position in a number of federal districts of western and central Russia. However, pay-TV services are by other operators who share a large part of the market between them.
In 2013, cable TV accounted for 43% of pay-TV market. In 2013, this figure decreased compared with 2012, by 3 percentage points. Satellite television also accounted for 43% of the market. IPTV share increased to 14%.
Stage of cable operators’ subscriber base extensive growth has come to an end. In 2014-2015, for many DVB-C operators the most promising may be the niche of hybrid projects.
According to the forecast of IAA Rustelecom, at the end of 2013 “Rostelecom” will remain the market leader in the IPTV sector with 56% of IPTV market, “Beeline TV" (33%) and MTS (5%).
Key market trends:
* Services of both telecommunications and broadcasting companies are increasingly moving to the Internet.
* HD-content has increased in its volumes on major TV-channels as well as on thematic and niche ones.
* Transition from on-line viewing to the nonlinear off-line mode depending on the location of the audience. Broadcasting to all available devices : iPad / iPhone, tablets and smartphones on Android and Windows, Smart TV (Samsung, LG , etc.).
* Increased number of online viewers ( in RuNet - hundreds of thousands of simultaneous video broadcasts during major events).
* Personal television watching.
* Active implementation, expansion and development of Smart TV functionality in television receivers.
* Growing share of monetizable traffic - coming of the TV advertising made quality platform a large deficit.
* IPTV and other media products form a complete portfolio of operator attracting new customers. Broadband + IPTV subscribers disclaim services 2 times less often than the broadband subscribers only.
A unique feature of the Russian market of online video - domination of the advertising model, where (similar to traditional TV) viewer gets the content for free and pays for this by watching advertising.
Note: by pay-TV IAA Rustelecom understands television services which include technical support, free and pay TV channels.