He also stated that Smart TV will change the landscape

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According to him, pay TV revenue will decline in the coming years. "In 2016, this market was worth $200 billion, in 2026 it is expected to fall to $143 billion. This is a significant decline, money is flowing from this sector to OTT," explained Sergey Isakov. According to him, in the Russian traditional pay TV market (without OTT) in the period from 2019 to 2021, there was a very insignificant increase in subscribers, 200 thousand per year. "At this time, the market for OTT services of operators is growing exponentially, from 3 million in 2019 to 10 million in 2021. An important point is that IPTV is still growing and, according to our forecasts, will continue to grow until 2026. Pay TV will grow, but slowly," said Sergey Isakov.

of media content consumption czech republic cell phone number list , because there are almost no people who do not have this device. "Since 2017, the share of sold TV receivers with the Smart TV function has grown from 43% to 80%. Almost all new TVs purchased in 2022 have this function," he concluded.

As noted by the CEO of MTS Media (Kion) Igor Mishin, despite the opinion that people have started watching less TV, the time spent in front of the TV screen is not decreasing, but even increasing due to the fact that the time spent consuming content through digital platforms from the TV screen is increasing. "The time spent watching broadcast channels may be falling, but the average time spent in front of the screen is not," he specified. He noted the trend towards multi-format content consumption from the TV screen.

Larisa Shchipanova, Head of the Business Analytics, Marketing and Communications Department at NSC, noted that 2022 has accelerated digitalization, including in the advertising market. "We are seeing a trend that TV and e-commerce are moving towards each other, there is a certain course towards cross-border. Marketplaces are willingly placed in TV advertising, for them this is traffic and new loyal consumers. E-commerce itself is becoming an advertising platform. Thus, in 2021, a new term appears - retail media. Subsequently, this synergy will be useful, and we will see new formats of advertising and media communications," she said.