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By the end of the year, the ecosystem subscription market may reach 130 billion rubles, and the number of users - 76.5 million, according to estimates from J'son & Partners Consulting. In the future, the company believes that this segment will grow due to the development of digital assistants with voice interfaces. Market participants consider the expansion of the number of services in the ecosystem as a growth factor, but some see a slowdown in market growth due to adaptation after the departure of Western products from Russia.
"Kommersant" has learned about the study of the analytical agency J'son & Partners Consulting "Russian ecosystem of the B2C and B2B sectors". Accordingly, by the end of 2024, the ecosystem subscription market may increase from 111.7 billion rubles to 130 billion rubles. In 2023. The number of users is expected to increase from 66.1 million last year to 76.5 million this year. "In monetary terms, the markets do not grow in direct proportion to the basic growth. This is due to the fact that the subscription has a certain number of promotional and promotional users (testing the free period of the service, on average 10-20% of the annual), as well as "lifelong" subscribers to the ecosystem. which are also recorded in the study.
At the same time, services provided by outsourcing partners, rather than by the manufacturers themselves, have practically disappeared from the ecosystem, says Dmitry Kolesov, director of the new technologies department at J'son & Partners Consulting. It is clearly standardized and meets the requirements of the ecosystem." The organization cites the development of digital assistants, especially with voice interfaces, as a key factor in the future growth of the market.
Yandex Plus subscribers number more than 33.7 million users, says the head of this division of the company Andrey Gevak. According to him, Yandex Plus is expanding the content of the subscription. "In addition to music, films and cashback, you can now use points for Yandex books, sports and children's content, as well as Yandex Pay." Yandex previously collaborated with Sber. In particular, only in 2020 was a joint spin-off of a business was announced, including the Yandex.Market and Yandex.Money projects.
According to the results of the second quarter, the number of users of the MTS ecosystem exceeded 15 million, said Natalia Lesogor, director of the operator's ecosystem product development department. According to her, income from ecosystem users this year grew by 14.2%, which means that the average bill for these subscribers has become higher.
However, Sberbank notes that the subscription model market is slowing down by 10-15% due to adaptation after the departure of foreign services. "At the same time, we continue to grow both in the number of users and in the number of services. Budget." The points of growth in the popularity of the subscription will be personalization and multi-service, and Sberbank expects that the share of subscriptions per user by the end of 2024 will be 1.7. As of September, SberPrime.T-Bank was used by more than 15.5 million people (T-Bank Pro) did not respond to "Kommersant".
In general, ecosystem operators significantly updated their composition in 2022-2023. According to the analytical company "Spectr", 37 services were closed (15% of the original) and 67 new ones were opened (an increase of 28%) (Kommersant, January 15). Nikolai Sedashov, managing partner of "Spectr", said that the ecosystem market is quite saturated. But since the growth in the number of subscribers is slowing down, companies are now faced with the problem of not only attracting new users, but also retaining them. According to him, to achieve this goal, users must be able to receive all services without having to join several ecosystems. Nikolai Sedashov believes that niche subscriptions will also gain momentum in the field of healthcare, telemedicine or sports (similar to subscriptions). "This helps promote niche ecosystem services."