Yandex Plus, the subscription service of Russian tech giant Yandex, has reached a milestone of 43.2 million subscribers in Q2 2025, marking a 28% year-on-year increase.
This growth has solidified Yandex Plus as a leader in Russia’s subscription market, with the entertainment segment reporting a robust 34% revenue increase to 29.7 billion rubles ($317 million) compared to the same period last year. The primary driver behind this surge is the rising popularity of the Yandex Plus subscription, coupled with an increase in average revenue per user.
Despite its success, Yandex remains cautious about sharing detailed metrics for its streaming services, opting instead to highlight its market dominance.
The company has, however, revealed fresh insights into its sports and reading verticals. Kinopoisk’s sports division, which streams live events and related content, attracts 2.5 million monthly subscribers, with a total seasonal audience of 5.7 million. Similarly, Yandex Books (formerly Bookmate) boasts a monthly audience of 5.2 million subscribers, a modest yet notable share of the Yandex Plus user base.
While these figures underscore Yandex’s diversified entertainment offerings, they also highlight that sports and reading services capture a relatively small fraction of the 43.2 million-strong Yandex Plus audience. The company’s focus on expanding its ecosystem — encompassing music, video, sports, and literature —continues to drive subscriber growth, positioning Yandex Plus as a cornerstone of its business strategy.
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As Yandex Plus cements its status as Russia’s leading combined subscription service, its ability to sustain growth and deepen user engagement will be key to maintaining its competitive edge in the dynamic digital entertainment landscape.
