Eastern Europe multiplied by six the number of subscribers to services SVOD Rusia representar ya este a o el 44% de los contrataciones SVOD de la regi n en 2016. Sin embargo, compa as como Netflix, chocar n con las exigentes condiciones del gobierno ruso con las compa as de media extranjeras.
Europa del Este (18 pa ses) contar con 18,19 millones de abonados a servicios SVOD en 2021 multiplicando as por seis la cifra correspondiente a 2015 /3,33 millones).
Rusia representar ya este a o el 44% de los contrataciones SVOD de la regi n en 2016. De los 12,61 millones de nuevas suscripciones a plataforma de SVOD entre 2016 y 2021, Rusia aportar 6,69 millones.
En 2021, las cinco principales plataformas SVOD representar n la mitad de los suscriptores de SVOD de la regi n. Netflix (3,50 millones de suscriptores) ser el l der, seguido por las rusas Ivi (2,43 millones), Megogo (1,32 millones en Rusia y Ucrania) y Okko (1,08 millones), y la polaca Ipla (0,90 millones).
Simon Murray, analista principal de Digital TV Research, autora de este informe, sostiene que Netflix se lanz en la regi n en enero de 2016, con cierto xito. Sin embargo, muchos consideran que la plataforma es cara. Netflix requiere que los clientes paguen con tarjetas de cr dito en d lares o euros, a pesar de los bajos niveles de propiedad de tarjetas de cr dito en Europa del Este. Adem s, la mayor parte del contenido de Netflix est en ingl s, con poca producci n local. En el lanzamiento, Netflix no ten a ninguna asociaci n local en cuanto a distribuci n .
Sin embargo, la compa a ha adaptado su estrategia durante 2016. Ahora tiene acuerdos de distribuci n no exclusiva con Liberty Global (propietario de las redes de cable UPC en Rep blica Checa, Hungr a, Polonia, Rumania y Eslovaquia) y Telia en los pa ses b lticos , comenta Murray.
El informe de Digital TV Research considera que Netflix chocar en sus planes de expansi n con el gobierno ruso hostil a las empresas de media extranjeras. Adem s, Rusia tiene el sector SVOD m s desarrollado de la regi n, con varios players que ofrecen mucho contenido local.
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