53% of Ukrainian internet subscribers are accessing over-the-top (OTT) content services, while they are willing to pay ‘up to 40%’ of the cost of their internet subscription to receive OTT services, according to the results of a study by Ericsson, reported by Broadband TV News. However, basic OTT video services in Ukraine are free, and in the case of Megogo, the largest online video service in CIS countries, its marketing director Ivan Shestakov discloses that it is used by around two million people daily but only 5% pay for content. Typically on this type of OTT service, fees are only charged for additional features such as paid subscriptions to certain YouTube channels. Furthermore, Ericsson’s survey found that two-thirds of OTT content payments are made via smartphones, while it also claimed that 57% of OTT viewers in Ukraine access the services via iOS devices, and these users pay considerably more for services than Android users.
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