Russian streaming service Ivi is planning to enter the markets of Germany, the Netherlands, Belgium and Cyprus, and is also exploring the possibility of launching in India and the Middle East. In Europe, the company is counting on a Russian-speaking audience, while in Asia it will face tough competition.
The Russian online cinema "Ivi" is actively preparing for large-scale expansion beyond the CIS. As it became known, the service plans to enter the European markets of Germany, the Netherlands, Belgium and Cyprus, while simultaneously exploring the possibility of launching in India, Nepal and the Middle East. Test landing pages have already appeared in some of these regions, which indicates the seriousness of the company's intentions.
According to experts, the promotion strategy will differ significantly depending on the region. In Germany, "Ivi" is relying on the large Russian-speaking diaspora, while in India the service will face increased competition after the merger of Disney and Reliance. Of particular interest is the Middle East, where there is no dominant player in the Russian-language segment of streaming services yet, writes kommersant.ru.
Recall that in 2021, "Ivi" attracted significant investments of $ 250 million, which allowed the company to strengthen its position. According to the results of 2024, the service's revenue amounted to 22.9 billion rubles with a net profit of 3.6 billion.