It would seem like controversial statement, but it really is like that. In fact, TV, online service or going to the cinema – is consumption of content. And first of all we choose the content.

I don’t care what hannel my favorite show is on. I watched Top Gear when it was made by BBC, but when the guys moved to Amazon, I signed up there. The viewer is looking for content; he goes to service only for content. It is important for him what to watch and how much he will pay for it. Therefore exclusivity and cost are very important. Even on a pirate site people go for content. Here, content plays an even greater role when everything is free, and you watch what you need.

Interfaces of all applications are plus or minus the same, yes, there is a difference, but it is not significant. Modern services also offer similar subscription prices. If we take the amount of content, well then the question is what`s better – 5 thousand or 6 thousand? To be honest, there is almost no difference. One-time purchases, well, here too prices are similar.

The only thing that left is content. A lot of different and interesting content.

Look at Netflix – this is the model to which you should aspire. Low subscription cost (compared to competitors in relevant markets), a lot of unique content (Netflix produces a lot of its own content, sponsoring production on right and left). Netflix Original series – if you want to watch, make a subscription. It is no coincidence that our local services began to look towards production. Attempts of course are more image than commercial. No one has made “House of Cards”, but the direction is right.

There is no Netflix in our market – means, there is no such obvious market leader who produces or buys content exclusively and can make a unique offer for subscriber. In this regard, the most successful scheme on the market is aggregation of VOD services under one roof. At the same time, it is obvious that only TV services can unite online cinemas, in this case there is no obvious competition.

Practically all TV services or large mobile broadband operators do this (MegaFon, Rostelecom, ER-Telecom, MTS, TTK and Smotreshka). In this case, operator’s TV service collects almost all domestic VOD platforms in one application: ivi, Megogo, START, Amediateka Home of HBO…

At this stage of development, this is the most advantageous scheme for both subscribers (you can find everything you want) and online cinemas (expanding the audience through Internet base of operator). As a result, all in plus: subscribers, online cinemas and operators.

It is clear that in 5-7 years, someone will grow up to Netflix in the scale of our country. Either one of current online movie cinemas will grow, or someone from major content producers will grow to its large-scale service. But this will not happen in foreseeable future, and therefore success is in aggregation. Grow yourself and let others grow.

AUTHOR: ZHARKYN TURSYNOV