NUUM Video platform

Main article: IPTV (Internet Protocol Television)

2025: 70-80% of employees laid off

In February 2025, it became known that MTS is optimizing the structure of the Nuum video platform, as a result of which about 250 employees have left the project since the beginning of the year, which is 70-80% of the staff. The cuts affected mainly marketing and content departments.

According to Vedomosti, all employees were dismissed by agreement of the parties. The company is also expected to leave the head of the platform Natalia Bratchikova.

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Фото: Freepik

The representative of MTS said that the video platform will continue to work and remain available to users, however, the development of additional functionality, investments in marketing and content will be suspended. The Company reduces the number of experimental and high-risk investments to improve the macroeconomic environment.

Nuum's Mediascope audience in January 2025 was:

• 3 million users over 12 years old per month (according to Mediascope).
• 7.5 million people per month (according to the platform itself).

MTS launched the Nuum video platform in beta in December 2023. ₽6 billion was allocated for the development of the project in 2024. The platform provides the ability to accommodate long horizontal videos, vertical videos and live broadcasts.

The founder of the advertising agency Digital Church, Mark Khludnev, noted that in the first year after the launch, the platform concentrated on expanding the content line and attracting an audience, not having time to interest large advertisers.

Director of the Institute of Modern Media Kirill Tanaev stressed that the economic and classroom impact of Nuum in beta on the blogosphere is not yet very noticeable, so curtailing platform activity should not lead to significant negative consequences for the industry.

Against the background of optimization, the Nuum platform continues to work in the test version. The company does not plan to completely close the project, but its development strategy will be adjusted.^[1]

2024

Number of registered authors 317 thousand

MTS summed up the results of the first year of the NUUM video platform. During this period, the application was installed more than 4.5 million times in the App Store, Google Play and RuStore, and the number of registered authors reached 317 thousand. MTS announced this on December 6, 2024.

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Фото: MTC

The average monthly active audience (MAU) grew to 5.7 million people.

More than 30 challenges were held on the platform, in which users posted over 10 thousand videos with a total number of views of more than 12 million.

Over the past year, the NUUM team has introduced many updates aimed at improving the experience for both authors and viewers, including:

• Launch a monetization program with ad views for authors.
• Implementation of paid content through Pay Wall.
• The Single Offer monetization compensation program for bloggers who previously earned on YouTube.
• Launch of the exchange of offers - an automated platform for advertising through content authors.
• The start of educational intensive for bloggers NUUMLAB, where participants received applied skills and the necessary theoretical base for blogging - from creating a concept to legal aspects.
• The implementation of the NUUM Idea Day project, which allows authors and producers to implement their ideas and place them exclusively on NUUM.

We managed to create a platform of really user content, where ordinary people post videos, stream, participate in challenges, find communication and their audience. We are grateful to professional authors and appreciate the attention to the platform of both novice content makers and millionth bloggers, especially when they choose NUUM as their official platform. Your support and faith in the project help us move forward. We are glad to receive your feedback and become better thanks to constant contact with the audience! - commented Natalia Bratchikova, General Director of NUUM.

Launch of "One Off"

MTS on August 30, 2024 announced that the Unified Offer was launched in the NUUM video platform. It will allow authors to return the level of earnings from the partner program on NUUM to the level of monetization from YouTube in 2021.

"One Offer" is a proposal for bloggers, which, depending on the number of subscribers, views and the regularity of the release of content, calculates the creator's earnings through the NUUM partner program. Authors will be able to receive from 10 to 200 thousand rubles per video, which will increase their motivation for creating high-quality content.

To participate in the program, the author must provide data his income from YouTube for previous periods. Experts from the NUUM team will check the audience indicators of the creator sites and, after confirmation, bloggers will be able to join the program, subject to the requirements for the amount of published content, both cross-platform and exclusive to NUUM.

The program is available for bloggers who have from 100 thousand subscribers on their Youtube channel and publish horizontal content lasting more than 10 minutes. The ability to connect to the "Single Offer" is available until November 30, 2024. The withdrawal of funds will take place through the NUUM Partner Program in the personal account on the video platform.

We understand how important it is for bloggers to maintain a stable income from, monetizations especially in a constantly changing market, "said NUUM CEO. Natalia Bratchikova- With the help of the Single Offer program, we strive to support the authors, providing them with the opportunity to receive remuneration at the level of those years when earnings were at their peak.

Implementation of MTS AI neural network

MTS, a digital ecosystem, on July 30, 2024 announced the introduction of the AI solution MTS AI, which automatically detects a large range of unwanted content for the NUUM user video platform.

Previously, this check was carried out by employees completely manually, but with the growth of the volume of content, the task becomes more and more laborious, so NUUM decided to connect MTS AI neural network to work.

In the idb of 2024, the AI assistant works as a full-fledged moderator and performs tasks for the initial verification of short videos on the platform. At the same time, the neural network copes with moderation three times faster than employees: the AI assistant checks up to 6,000 videos per day, while others, as employees, only 2000. As a result, department managers receive a file with a timecode, violation category and a link to a specific frame.

The system created by MTS AI recognizes prohibited content with an accuracy of more than 90%. Thus, you can weed out most of the video on which there are no prohibited objects, and draw the attention of employees to personnel with suspicious content. At the same time, artificial intelligence only fixes a violation, but does not block video - the final decision remains with the platform moderators.

The task of moderation is acute for video platforms. Controlling existing content requires dozens of employees working around the clock. That is why neural networks in the future will help us, without expanding our staff, to effectively cope with the task of checking content, - commented the general director of NUUM, Natalya Bratchikova.

It was possible to achieve high detection accuracy thanks to training on datacet, which consisted of 700 thousand images of prohibited content.

The AI moderator uses parallel video processing technology. Files are divided into personnel, which are then grouped and distributed among several threads to recognize objects. All threads are processed in parallel for efficient use of resources. After that, all results are grouped for further use.

Modern neural networks are able to recognize dangerous content not only in films and TV shows, but also in stream recordings. Also in the future, they can monitor broadcasts in real time, as well as voice content. We are working to ensure that our colleagues have access to effective methods of content moderation and are constantly improving algorithms and data sets, "explained Semyon Galushkin, project manager at MTS AI.

2023: Service Launch

On December 4, 2023, MTS announced the Nuum video platform. It implements the possibilities of streaming, downloading and watching videos in horizontal and vertical formats.

The service is available in the web version for desktops and mobile devices on the nuum.ru website, as well as in the App Store and Google Play app stores.

MTS announced the video platform Nuum

By the beginning of December 2023, video content from a number of bloggers is available on the site, including Andrei Smelyansky (Toxi $), Maria Minogarova, Yulia Koval, Alexander Paradeev (Paradeevich), Eldos Almazov, Nikolay Drozdov and many others.

MTS expects that Nuum will be in demand against the background of restrictions on monetization on foreign video services. However, participants in the video services market interviewed by Kommersant doubt that the site will attract traffic "from conscious visitors." She will have to look for a content monetization system at a low audience.

According to one of the interlocutors of the newspaper, it is premature to talk about any monetization system until the audience accumulates. Moreover, launching an ad with a low user base can only scare it away, he said.

Owners of video platforms have to reckon with the fact that the audience prefers platforms with the greatest variety of content, "and YouTube has everything," said Kirill Tanaev, director of the Institute of Modern Media. In his opinion, to compete with YouTube, the service needs to offer a comparable library.

According to our research, the user content market increases by 50-70% every year, and given the restrictions and lack of monetization on foreign platforms, we see prospects in this direction. Now our key task is to make the platform convenient for users, - commented Natalia Bratchikova, project manager at Nuum.[2]

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