Due to Google dumping in the Smart TV segment, the online cinema market in Russia may shrink by 40-50%
LG has announced that movies and TV shows from Google Play Movies & TV have appeared on smart TVs of the last three generations. The relevant section of the store is called "Movies on Google Play." With a single Google account, handheld electronics complements the big screen. So you can start watching a movie on your TV, and then continue from the right moment on your Android-smartphone, tablet or computer. Movies on Google Play are sold or rented.
Prices for films from the American company are several times lower than those established on the market. Frank dumping will hit the Russian online cinema - most of the proceeds from movie subscriptions they get from Smart TV .
“ Google used to have such movie prices on Android smartphones. This did not bother anyone, since there was no market there. We turned a blind eye to this, it did not bother business. But LG Electronics is the second most popular sales platform, and it brings a significant portion of revenue. Now we are beginning to compete with the player who dumping. This can lead to a 40–50% fall in the market, ”said Ivan Grodetsky, general director of the online cinema Okko .
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“Smart TV users will switch to watching movies from Google, as the user will choose the platform where prices are lower. Thus, there is a threat of the collapse of the market of legal online cinemas on Smart TV ”, predicts the new content director of the online cinema Tvzavr Elena Khlebnikova.
The film “Hunger Games”, for example, through the Google Play service can be viewed for 29 rubles. In Tvzavr it costs 99 rubles, in the online cinema Okko - 79 rubles. The movie "Puzzle" Google offers for 69 rubles. In Tvzavr - 199 rubles, in Okko - 99 rubles, cite data "Izvestia".
According to Elena Khlebnikova, Russian cinemas are urging copyright holders to raise prices for Google. “Roll back” the contract will be difficult. But Google for copyright holders is not so important and critical partner than iTunes. Worldwide, Google is 10 times behind iTunes sales, Grodetsky says.
According to him, before, it seemed that the leaders of the Smart TV market - Samsung and LG Electronics - actively resisted the promotion of Google on televisions, since they do not want to remain only iron makers.
According to LG Electronics Development Manager Smart TV in Russia, Vitaly Svistunova, on Smart TV, users are ready to buy movies at higher prices than on mobile devices.
“Some cinemas took advantage of this, but offered content at the highest possible quality for this price. The emergence of Google on Smart TV will further spur TV owners to buy content. The quality of the application and how it is implemented on Smart TV will matter here. It is worth paying more attention to this, not price wars, ”says Svistunov.
The publication Roem.ru notes that Google, at the beginning of the year, installed its own version of Android on Sony, Sharp and Philips TVs, in which the Google Play Movies cinema service was immediately preinstalled by TV manufacturers at the factory. The emergence of Google in LG Smart TV is a global deal, coordinated with the headquarters of the South Korean company. Films from Google appeared in 104 countries.
Russian online cinema remains to seek new ways of development. According to the logic of Mr. Svistunov, it will be easy enough for them to do this, because they are “more flexible than such giants as Google”.
Thus, personal TV ivi.tv has expanded the package of thematic channels offered to the user. The users had access to their own TV channels from MAXIM, KVN, gaming channels “Gambling” and “Gaming Navigator”, as well as a special project from the TV channel “Moscow-24”.
The ivi.tv service was launched in May 2015. Channels on ivi.tv are formed by a recommendation system and are updated daily, focusing on the history of watching movies and programs. The more the user watches, the channel most closely matches their own preferences.
Now the service is available for Smart TV users on LG and Samsung platforms, and will continue to be launched on all platforms.
Prices for films from the American company are several times lower than those established on the market. Frank dumping will hit the Russian online cinema - most of the proceeds from movie subscriptions they get from Smart TV .
“ Google used to have such movie prices on Android smartphones. This did not bother anyone, since there was no market there. We turned a blind eye to this, it did not bother business. But LG Electronics is the second most popular sales platform, and it brings a significant portion of revenue. Now we are beginning to compete with the player who dumping. This can lead to a 40–50% fall in the market, ”said Ivan Grodetsky, general director of the online cinema Okko .
')
“Smart TV users will switch to watching movies from Google, as the user will choose the platform where prices are lower. Thus, there is a threat of the collapse of the market of legal online cinemas on Smart TV ”, predicts the new content director of the online cinema Tvzavr Elena Khlebnikova.
The film “Hunger Games”, for example, through the Google Play service can be viewed for 29 rubles. In Tvzavr it costs 99 rubles, in the online cinema Okko - 79 rubles. The movie "Puzzle" Google offers for 69 rubles. In Tvzavr - 199 rubles, in Okko - 99 rubles, cite data "Izvestia".
According to Elena Khlebnikova, Russian cinemas are urging copyright holders to raise prices for Google. “Roll back” the contract will be difficult. But Google for copyright holders is not so important and critical partner than iTunes. Worldwide, Google is 10 times behind iTunes sales, Grodetsky says.
According to him, before, it seemed that the leaders of the Smart TV market - Samsung and LG Electronics - actively resisted the promotion of Google on televisions, since they do not want to remain only iron makers.
According to LG Electronics Development Manager Smart TV in Russia, Vitaly Svistunova, on Smart TV, users are ready to buy movies at higher prices than on mobile devices.
“Some cinemas took advantage of this, but offered content at the highest possible quality for this price. The emergence of Google on Smart TV will further spur TV owners to buy content. The quality of the application and how it is implemented on Smart TV will matter here. It is worth paying more attention to this, not price wars, ”says Svistunov.
The publication Roem.ru notes that Google, at the beginning of the year, installed its own version of Android on Sony, Sharp and Philips TVs, in which the Google Play Movies cinema service was immediately preinstalled by TV manufacturers at the factory. The emergence of Google in LG Smart TV is a global deal, coordinated with the headquarters of the South Korean company. Films from Google appeared in 104 countries.
Russian online cinema remains to seek new ways of development. According to the logic of Mr. Svistunov, it will be easy enough for them to do this, because they are “more flexible than such giants as Google”.
Thus, personal TV ivi.tv has expanded the package of thematic channels offered to the user. The users had access to their own TV channels from MAXIM, KVN, gaming channels “Gambling” and “Gaming Navigator”, as well as a special project from the TV channel “Moscow-24”.
The ivi.tv service was launched in May 2015. Channels on ivi.tv are formed by a recommendation system and are updated daily, focusing on the history of watching movies and programs. The more the user watches, the channel most closely matches their own preferences.
Now the service is available for Smart TV users on LG and Samsung platforms, and will continue to be launched on all platforms.
Source: https://habr.com/ru/post/296636/
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