“VKontakte” and “Classmates” launched a paid music subscription

Photo: Alexander Podkorchuk / “Kommersant”

Social network “Vkontakte” and “Classmates” owned Mail.ru Group, introduced the model of paid subscription for music listening. The opportunity to lose the rollers also remains, but only when viewing ads

“VKontakte” and “Classmates” from April 28 introduced a paid subscription to the music, told “Vedomosti” confirmed RBC representative of the Internet holding company Mail.ru Group (which owns both networks). The size of the active monthly audience of “Vkontakte” in March reached a record high of 97 million users, and the number of active users of “Odnoklassniki” — 71 million people.

The subscription price will be 149 rubles a month. It will allow you to listen to audio in desktop version and mobile applications of the two social networks as well as in the partner application Boom (it can be link your account with one of the services).

In relation to innovation “Vkontakte” and “Classmates” updated their music sections. In particular, in “Vkontakte” appeared the ability to share playlists.

As said the representatives of the services, users will still have the option to listen to free music, but listening to advertising. 28 April in the desktop version of “Vkontakte” will be playable ads between tracks. How often they appear, the company did not disclose.

The representative of “Vkontakte” Eugene Krasnikov said that the volume of display advertising will depend on the specific user, for example, how often he uses the music section. In this regard, some users don’t even have to deal with ads, he said. Later ads will appear in mobile applications of social networks — when, exactly, the company does not specify.

In the mobile version of “Odnoklassniki” (Android, iOS) commercials will be played today, 28 April, said RBC representative of the social network Anastasia zhbanova. Earlier the ads were only in the desktop version.

Testing advertising models as in the “Classmates” and “Vkontakte” began in November 2016.

According to the seller IMHO (included in national advertising Alliance “the First channel” VGTRK, “Gazprom-Media” and “National media group”), sales of video advertising in Runet in the end of 2016 increased by 18.5%, to 6.6 billion rubles. As predicted, the seller, at the end of 2017 video will keep the growth rate at 15-20%, its volume may exceed 7.8 billion rubles.

In 2016 Mail.ru Group has signed partnership agreements with major rights holders production music — Universal Music Group, Warner Music Group, Sony Music Entertainment and Merlin Network, etc., and also with several Russian publishers. Contracts require that Mail.ru Group will pay record labels royalties from each losing track and will share revenues from advertising, remind “sheets”.

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