One of the subsidiaries of the Gazprom-Media holding registered the Yappy trademark, Kommersant writes, relying on SPARK-Interfax data. Under this name, Ritm Media LLC plans to launch a short vertical video service at the end of the year. Closed testing of the app of the same name has already begun in the App Store, in which about 300 people take part. The testers included bloggers responsible for filling the platform with content.
Yappy is aimed at an audience from 14 to 34 years old – for users who are “passionate about self-development and career and for whom personal recognition and material success are important” (as followers of a subculture with a consonant name). According to Alexander Zharov, General Director of Gazprom-Media, more than 87% of users consume content by holding their smartphone vertically – they are the focus of the video service, which will be driven by content makers.
The service was created on the basis of “Ya Molodets”, acquired by the holding at the end of 2020. Experts have reasonable doubts about the prospects of the project. They estimate that it will take hundreds of millions of rubles to invest for Yappy to gain market share, and it will take billions of funds to compete with TikTok. In addition, not a single Russian service has yet managed to reach the level of foreign competitors.
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