Online cinema "Ivi" is actively developing its activities outside of Russia, planning to enter new markets in the European Union and the Middle East. According to the "Kommersant" publication, the company has already launched separate landing pages for Germany, the Netherlands, Belgium and Cyprus, and is also considering entering India and Nepal.
According to sources, in the two weeks after the launch of the new platforms, "Ivi" managed to attract 5 thousand subscribers. Germany, with a high proportion of Russian-speaking population, is considered the most promising direction for the company. However, analysts express doubts about the success of entering the Indian market, where competition is intensifying due to the merger of media assets of large players such as Reliance Industries and Walt Disney.
Currently, "Ivi" already operates in a number of countries, including Armenia, Azerbaijan and Georgia, and has also launched a separate website in Turkey. The main content of the service includes series and programs of local TV channels.
In 2021, "Ivi" attracted 250 million dollars from a consortium of investors, including "VTB Capital" and Millhouse of Roman Abramovich. At the end of last year, the company's revenue amounted to 22.9 billion rubles, which is 6.3 billion more than in 2021.
Experts note that for a successful entry into new markets, "Ivi" needs to take into account local regulations, which require that at least 30% of the content be works by local producers. At the same time, the share of income from foreign destinations for Russian streaming services does not yet exceed 5%.
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