According to Runet, citing several verified informants at once, the largest Russian marketplace Wildberries is preparing to launch its own video hosting with professional and user content.
Over the past couple of months, there have been frequent reports of possible blocking of YouTube. The service has completely suspended monetization for users from Russia. Against this background, Russian platforms began to actively develop. Rutube recently rebranded, in March the audience of the service increased by 6 million people, to almost 22 million.
Another alternative to YouTube was the VK Video platform introduced in October last year. At the end of last year, the daily audience of VK video amounted to 40 million people. Every year, users of the video platform watch 2.2 billion unique videos, and the authors upload more than 250 million videos. At the same time, 75 million viewers watch Vkontakte videos every month.
The main incentive for Wildberries to create its own video hosting is user traffic, according to Finam analyst Leonid Delitsyn: “Firstly, marketplaces are always tempted to create their own or purchase ready-made content projects in order to reduce dependence on traffic owners. Secondly, competitors are now doing it too, and with such a level of competition as in the e-commerce market, everyone repeats everything after everyone. Thirdly, if access to YouTube is difficult, then why not profit from the audience?
However, he also added that usually affiliated projects of telecoms and stores cannot be compared in popularity with specialized content providers. Video hosting in the image and likeness of YouTube is possible “only as a subsidiary farm of Google, the largest advertising platform in the world, collecting 60% of all advertising budgets. The rest, sooner or later, will have to hard monetize the resource, after which the audience will scatter.
The Wildberries press service declined to comment.
Source: ixbt
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