Digital Marketing Club Russia

23 июн 2022 23.06.2022

Сможет ли Telegram Premium привлечь 21 млн платящих пользователей?

Дуров пишет, что для покрытия расходов Telegram ему достаточно , чтобы подписку купили 3% пользователей: 700 млн пользователей * 3% пользователей * 4.99$ стоимость подписки * 0.7 комиссия appstore = 73.3 млн долларов в месяц/ 880 млн долларов в год.

Насколько вообще реалистично набрать 3% платящих пользователей? У Youtube Premium 2,4% платных подписчиков (2,1 млрд MAU и 50 млн премиум подписчиков). Выглядит как вполне реалистичная цель. Но тут важно понимать, что Youtube Premium дает много полезных фич для обычных пользователей: отсутствие рекламы и возможность смотреть видео в фоне. А у Telegram Premium таких киллер-фич нет, а те что есть в основном для небольшого ядра активной аудитории.

То есть скорее всего, придется развивать параллельно и рекламную модель. А там пока все грустно - неудачный запуск в конце прошлого года и непонятное текущее будущее рекламной платформы. Хотя потенциал безусловно есть. Для того чтобы окупаться на рекламной модели, средний ARPU должен быть в районе 1,26$ в год. Для сравнение ARPU FB - 41$ в год.

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