Russia has recently introduced a 20% foreign ownership equity limit on OTT platforms with more than 100,000 subscribers. According to Simon Murray, principal analyst at Digital TV Research "this will force Netflix and Amazon Prime Video to abandon their standalone platforms," creating a major blow to the two companies' global ambitions. “Instead, they are likely to license their original content to a local platform," he added.
Excluding Russia’s 6.80 million SVOD subscribers by 2022, Netflix will control 35% of SVOD subscribers in the remaining 21 countries of Easter Europe. Amazon Prime Video will contribute a further 12%.
Digital TV Research forecasts 16.5 million SVOD [subscription video on demand] subscribers across 22 Eastern European countries by 2022; quadruple the 4.0 million recorded by end-2016.