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The revenue of Netflix in Russia gradually increased over the course of 2021. In the last quarter of that year, the U.S. video-on-demand (VOD) platform's revenue in the country was estimated at *** million U.S. dollars, which was nearly *** thousand U.S. dollars higher than in the first three months of the year.

Netflix in Russia: key facts

Netflix Inc. started operating in Russia in 2016, although the Russian-language version of Netflix became available only in 2020. Within the country, the platform is operated by Entertainment Online Service, a subsidiary of the Russian media holding National Media Group. In December 2021, Netflix was included in the national register of audiovisual services - an obligation for platforms with over 100 thousand daily users in Russia. Thus, Netflix Inc. would have to comply with the country's legal requirements for such services, such as offering to stream ** state channels and set up a company in Russia. In the fourth quarter of 2021, 192 thousand users in Russia were Netflix subscribers.

How popular is Netflix in Russia?

One of most popular VOD platforms worldwide, Netflix is the fourth-leading online video service by user share in Russia, after national Ivi, Kinopoisk, and Okko. Nine percent of surveyed Russian VOD users reported being Netflix consumers in the first three months of 2021. However, Netflix was the most popular platform for digital originals in Russia, with its share of demand nearing ** percent in the second quarter of 2021. Furthermore, the platform enjoyed the highest net promoter score (NPS) among its competitors, with ** percent more consumers ready to recommend it than those rejecting to promote it.