ivi
ivi is a Moscow-headquartered video-on-demand platform offering 30,000+ films, series, and cartoons via a freemium ad-supported and subscription model across web, mobile, Smart TV, console, and set-top box apps, serving Russian-speaking consumers in Russia and CIS countries.
- Company typePrivate
- Founded2010
- HeadquartersMoscow, Russia
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What ivi does
ivi is a Moscow-headquartered online video-on-demand platform (онлайн-кинотеатр) operating as the first Russian internet service to enable HD-quality movie streaming, founded in 2010. The platform distributes a catalog of over 30,000 films, series, and cartoons — spanning Russian and international productions across drama, comedy, melodrama, action, detective, horror, fantasy, sci-fi, animation, and historical genres — and has invested in original exclusive productions branded as "сериал Иви" and "фильм Иви." The service runs on a multi-device architecture accessible via web (ivi.ru), mobile apps (iOS, Android, Huawei AppGallery), Smart TV applications (LG, Samsung, Sony, Haier, Philips, Toshiba, Xiaomi), set-top boxes (Apple TV, Android TV, Icon bit), gaming consoles (Xbox, PlayStation), Windows desktop, and the RuStore marketplace, with localized versions in Russian, Uzbek, Kazakh, and Kyrgyz.
The underlying technology stack centers on a proprietary streaming platform with cross-device watch-state continuity, offline-download support on mobile, and recommendation engines that personalize content discovery based on viewing behavior. The platform supports HD, FullHD, and 4K HDR streams with 5.1 surround sound, and is offered in ad-supported free and ad-free subscription tiers with promotional-code-driven acquisition. Distribution is direct-to-consumer via app stores, device pre-installation, and a self-service consumer web experience; the company also operates a partner and advertising placement business aimed at brands seeking access to the Russian-speaking audience.
ivi operates a dual revenue model combining advertising on free-tier viewing with recurring subscription revenue from ad-free paid plans, and is supported by a venture-backed capital structure that includes tier-1 names such as Baring Vostok, Tiger Global, RTP Global, Mubadala, Russian Direct Investment Fund, and Flashpoint, alongside later-stage Russian institutional capital from VTB, Alfa-Bank, Millhouse, and Invest AG. Cumulative equity funding exceeds $430M across more than a dozen disclosed rounds, with a $250M raise in May 2021 described as the largest private equity transaction in the Russian tech sector in recent years. The legal entity is ООО «Иви.ру» (ivi.ru LLC), headquartered in Moscow, with 501–1,000 employees, no parent company, and an IPO that was signaled but has not materialized as of the available sources.
ivi firmographics
Firmographics- Name
- ivi
- Legal name
- ООО «Иви.ру»
- Website
- https://ivi.tv
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- ivi is a Moscow-headquartered video-on-demand platform offering 30,000+ films, series, and cartoons via a freemium ad-supported and subscription model across web, mobile, Smart TV, console, and set-top box apps, serving Russian-speaking consumers in Russia and CIS countries.
- Ownership category
- akta.pro rank
ivi industry classification
Industry- Product category
- Video Streaming Platform
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)
- SIC
- Services-Motion Picture & Video Tape Distribution (7822)
- akta.pro primary industry
- Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD)
Keywords
Where ivi is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices1 record
Markets served
ivi business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Subscription (IVI subscriptions): ivi offers ad-free subscription plans (ivi (subscription)) allowing users to watch movies, series, and cartoons without advertisements. The platform provides various subscription tiers and promotional codes for accessing content without ads.
- Advertising-supported free viewing: The platform generates revenue from advertising during free content viewing. Users can watch content with ads, supported by the platform's ad monetization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free tier with ads |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels5 records
ivi product offering
Product offeringCore offering
ivi operates a Russian-language online cinema (online-кинотеатр) offering on-demand streaming of films, TV series, and cartoons via a freemium model — ad-supported free viewing and ad-free subscription tiers — across web, mobile, Smart TV, set-top box, gaming console, and desktop apps. The platform hosts a library of over 30,000 films and videos, includes exclusive original productions under the ivi brand, and applies recommendation technologies to personalize content discovery.
Product overview
ivi is a Russian online streaming cinema (OTT service) operating as a unified multi-platform video-on-demand service. The offering consists of the core ivi.tv platform available via website, mobile apps (iOS/Android), Smart TV apps (LG, Samsung, Sony, Haier, Philips, Toshiba, Xiaomi), TV box apps (Apple TV, Android TV, Icon bit), gaming console apps (Xbox, PlayStation), and Windows desktop app. The platform provides access to a library of over 30,000 films and videos including Hollywood content, international series, and Russian/European productions. ivi also produces exclusive original content under its own brand. Content is available in HD, FullHD, and 4K HDR quality with 5.1 surround sound. The platform uses recommendation technologies to personalize content discovery based on user viewing behavior.
Differentiator
Problem solved
Functional benefit
Companies that use ivi
Customer profileSegments1 record
Ideal customer profiles1 record
ivi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
ivi partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights6 records
ivi competitors and assessment
Company assessmentDirect peers
- Kinopoisk (Yandex): Yandex-owned Russian streaming service (including Kinopoisk HD/Plus) offering SVOD and TVOD with deep content libraries and ecosystem integration with Yandex services. Directly competes with ivi for Russian-speaking streaming subscribers, with a structural advantage from Yandex's search and advertising ecosystem.
- Okko: Rambler Group's Russian OTT streaming platform offering SVOD/TVOD movies and series with premium positioning. Directly competes with ivi in the Russian online cinema market with overlapping content rights and freemium/subscription monetization.
- Kion: MTS-owned Russian streaming service bundled with the MTS telecom ecosystem, offering SVOD and original content. Directly competes with ivi and benefits from telecom bundling that ivi cannot easily replicate.
- MEGOGO: CIS-region OTT streaming service offering movies, series, and TV channels across Russia, Ukraine, and other post-Soviet markets. Directly competes with ivi in overlapping CIS geographies with a similar AVOD/SVOD hybrid model.
- Premier: Russian OTT streaming service owned by Gazprom-Media, combining TV channel content with original series and films. Directly competes with ivi for premium Russian content and subscribers, leveraging Gazprom-Media's production pipeline.
- Start: Russian streaming platform focused on original series and films, including high-profile domestic productions. Directly competes with ivi for Russian-language premium content audiences and original IP investment.
- more.tv: Russian online cinema service offering SVOD and original series, with backing from National Media Group. Directly competes with ivi for Russian-speaking subscribers seeking premium content and originals.
- Amediateka: Russian OTT service focused on premium foreign series (HBO, Showtime, etc.) and curated international content. Directly competes with ivi for viewers seeking Western premium series in Russia.
Broad incumbents
- Rutube: Yandex-owned Russian video hosting and streaming platform, broader in scope than ivi (UGC plus licensed content). Adjacent competitor for Russian video viewing time and advertising budgets, with structural backing from Yandex's technology stack.
- Netflix: Global SVOD leader with prior operations in Russia. While Netflix has withdrawn from Russia amid sanctions, its global scale, original content investment, and brand represent the broader competitive benchmark for premium streaming experiences that ivi must approximate locally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ivi social profiles
Digital presenceivi financial estimates
Financial estimateRevenue estimate
Valuation estimate
ivi leadership team
Management profileNumber of profiles
Profiles3 records
ivi funding detail
Funding detailFunding overview
Funding rounds12 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ivi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ivi
What does ivi do?
ivi operates a Russian-language online cinema (online-кинотеатр) offering on-demand streaming of films, TV series, and cartoons via a freemium model — ad-supported free viewing and ad-free subscription tiers — across web, mobile, Smart TV, set-top box, gaming console, and desktop apps. The platform hosts a library of over 30,000 films and videos, includes exclusive original productions under the ivi brand, and applies recommendation technologies to personalize content discovery.
Is ivi a public or private company?
ivi is a private company. It is classified as venture growth investor backed and is currently operating.
When was ivi founded?
ivi was founded in 2010. It employs 501 to 1,000 people.
Where is ivi based?
ivi is headquartered in Moscow, Russia, in the Europe region.
How does ivi make money?
Two revenue lines are on record. Subscription (IVI subscriptions) is the primary driver. The others are advertising-supported free viewing.
Who are ivi's main competitors?
Direct peers on record are Kinopoisk (Yandex), Okko, Kion, MEGOGO, Premier, Start, more.tv and Amediateka. Broad incumbents are Rutube and Netflix.
Does ivi have an API?
No public API is recorded for ivi.
What industry is ivi in?
ivi's product category is Video Streaming Platform. Its primary akta.pro industry code is MPACAAAD, Live TV Streaming (vMVPD/IPTV OTT). Its NAICS code is 5162 and its SIC code is 7822.