On Media (MTS Media)

MTS Media is engaged in the production of films, videos and television programs.

Performance indicators

2024: Revenue growth of 14%

MTS Media revenue for 2024 increased by 14%. Sofya Mitrofanova, CEO of the company, announced this at the end of February 2025.

She did not name the absolute revenue indicator MTS Media, referring to the fact that the company is part of the MTS ecosystem, which means that the company cannot disclose its financial indicators for the calendar year before the ecosystem. At the same time, Mitrofanova clarified that for the period from September 30, 2023 to September 30, 2024, revenue in absolute terms amounted to 27 billion rubles.

As TAdviser was specified in the press service of MTS Media, the 14% growth reported by Sofya Mitrofanova took place in comparison with the total revenue of assets included in the perimeter of the media holding at the beginning of 2024 (MTS Media combines the services Kion, "Strings," "MTS Music," etc.). From the MTS reporting for 2023, it follows that the revenue of MTS Media following the results of this 12-month period of time reached 18.8 billion rubles, an increase of 18.3% compared to 2022. However, this indicator applies only to the former operating company Kion, which was renamed Kion LLC, MTS Media explained.

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Фото: Freepik

According to Sophie Mitrofanova, the revenue of MTS Media increased by more than 14% compared to 2023, if compared with the total revenue of assets included in the perimeter of the media holding. And the total audience of MTS Media in 2024 increased by 32%.

MTS Media produces and distributes original and licensed VOD and TV content via cable/IPTV, satellite TV and OTT platform. By the end of September 2024, the number of users of the OTT platform increased by 25.2% on an annualized basis and reached 9.5 million people. The growth of the total number of pay TV subscribers (satellite, cable, IPTV, OTT) amounted to 17.3% year-on-year, to 14.2 million subscribers.

By the end of 2024, the Kion cinema had about 7.6 million users, which is 53% more than a year ago.^[1]

History

2025

Rebranding

Holding MTS Media on November 25, 2025 announced a large-scale rebranding and from December 2025 will begin working under the ON Media brand. The rebranding covers both the holding itself and B2B assets, producers of original content and media services in its composition. From December 4, 2025, the media holding will launch a single media subscription "KION Top," which will include the online cinema "KION," streaming "KION Music" with an extensive selection of tracks, accurate recommendations and offline mode, and a selected catalog of the book service "KION Strings."

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Фото: ON Media

During the rebranding, the KION online cinema will be called "KION" from December 4. This is a natural stage of development in order to be closer and more understandable to each user. For viewers, changes in the name will not affect access to their favorite content and familiar functionality.

Rebranding opens a new chapter in the development of the streaming service MTS Muzyka, which will be called "KION Music." The name change organically continues the continuous process of product modernization. In 2025, there were significant technical updates that improve the user experience of both subscribers and artists whose tracks are presented in an extensive catalog. Next year, the service faces ambitious goals, in the achievement of which an extensive update will help.

The technological book service of the Line will also update its name, after a large-scale rebranding it will be called "KION Line." In 2025, the service has already made important updates: it opened a "store" where you can find books for piece purchase, entered into strategic partnerships, provided access to originals from its own publishing house "Lines" for subscribers of the KION online cinema. As of November 2025, KION Strings is actively developing personal recommendations for users, supporting the EPUB3 format while preserving author's styles, animations and audio right in the text of the digital book, and also publishing new original works by Russian and foreign authors. In 2026, the service will move towards accessibility and increased brand awareness.

Since the beginning of 2025, subscription media services have already been combined from the point of view of operational management and product in the KION cluster, and from December 4, the holding will launch a single media subscription KION Top. It will include the online cinema "KION," "KION Music" with an extensive selection of tracks, accurate recommendations and offline mode, which eliminates the need for subscribers to manually download tracks, automatically forming a playlist based on personal preferences for listening without an Internet connection, as well as the catalog of the service "KION Strings" in the light version, which can help form a habit of reading and listening to books.

The rebranding will affect not only the holding's B2C services, but also its B2B assets. The production center KIONFILM, which produces original films and TV series, will be called "ON Studio" from December, and the music company MTS Label - "ON Label."

Production of offline events at MTS Live will focus in a production center with the new name "ON Show," which previously did not have a separate brand. Ticket sales are consolidated on Ticketland. The B2B service family includes the Basis and Ticketscloud ticket systems and the Bartello food ordering and table booking service.

{{quote 'author=said Sofya Mitrofanova, CEO of ON Media. | The main goal of the holding is to create content and give the user emotions and impressions wherever he is, online and offline. The updated name combines the essence of our business, the bright emotion and impressions that we give, because ON is a stable symbol of inclusion, discovery and the beginning of something new or already known. Our corporate ties with the MTS ecosystem are inextricable, but we build a media holding taking into account our industrial experience, capabilities and potential. Combining, transforming our business, we update not only the essence, but also the name,}}

Launching Kionfilm

MTS On February 27, 2025, Media Holding announced the launch of the original production unit content into a separate business and the start of production of series under the auspices of a new studio. Kionfilm The priority task of the studio will be the production of projects for online cinema KION, other online platforms, TV channels and film distribution. More. here

2024

Purchase of rights to the cartoon "Fixies" to promote children's services

On October 30, 2024, MTS announced the purchase from Riki Group of Companies of the rights to images from the animation project "Fixies" on the basis of an exclusive license. These characters of the Fixiki universe are planned to be used to promote and individualize the children's digital services of the MTS Media holding and the MTS ecosystem. Fixation mascots will be used in the form of avatars, digital assistants and other elements integrated into services and products of the ecosystem, MTS specified. Read more here

Appointment of Sofia Mitrofanova as CEO

On June 10, 2024, it became known about the appointment of Sofia Mitrofanova as the new General Director of MTS Media LLC. She took over from Elena Balmont. Read more here.

Consolidation of MTS Entertainment Businesses in MTS Media Holding

The MTS Media management company, created in February 2024 to develop the media direction within the MTS digital ecosystem, has completed the consolidation of the group's entertainment businesses. This was reported to TAdviser by representatives of MTS on May 16, 2024.

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Фото: Official Telegram channel MTS

During the merger for the services "Lines" and "MTS Label," launched by MTS, LLC "MTS Strings" and LLC "MTS Label" were created. Then these companies, as well as Kion LLC (manages the Kion online cinema) and MDTZK LLC (MTS Live direction), which are members of MTS, became subsidiaries of MTS Media. MTS Music, remaining technically part of MTS, also became subordinate to MTS Media.

"Media is one of the fastest growing areas within MTS, and in order to achieve even greater results, we have assembled entertainment businesses under the management of a new media holding. We already have a strong content offer thanks to Kion and MTS Live, and by combining them with music and book directions, we will be able to create large multi-format projects, find and develop media franchises monetized in different environments, thereby offering a voluminous immersion in the world of entertainment and emotions, "- commented on the event MTS Media CEO Elena Balmont.

As noted in MTS, an example of such an ecosystem approach was the universe based on the novel "The Master and Margarita," launched earlier for the premiere of the film screening of Mikhail Bulgakov's work. A digital release of the film took place in Kion, the "Strings" service released an audiobook in the voice acting of Leonid Yarmolnik, who played in the film, thematic playlists of the characters of the novel appeared in MTS Music in the interpretation of modern musicians, and in MTS Live - a selection of performances based on "The Master and Margarita."

About MTS media assets:

MTS Live combines projects in the field of offline entertainment: ticket services MTS Live and Ticketland, concert venues in Moscow in the regions, is engaged in the production of concert and theatrical events.

Kion is an online cinema with 8.6 million users (as of May 2024). Kion offers over 200 TV channels, thousands of films, TV series, cartoons and documentary projects.

MTS Music is a streaming service for listening to music with a collection of 70 million tracks (as of May 2024).

"Lines" is a book service in which you can read books, magazines, manga and comics, listen to audiobooks and podcasts. Own publishing house "Strings" publishes original books every week.

MTS Label is responsible for working with artists, including production, rights management, distribution and marketing. More than 200 artists work with the label (as of May 2024), over 2000 tracks have been released over the year of its existence.

2023: Former head of Spotify Ilya Alekseev appointed Director of Business Development of MTS Media

Logo in 2022

Ilya Alekseev has been appointed to the position of Director for Business Development of MTS Media. Ilya took office in May 2023. Read more here.

Notes