It's gonna be a tough slog, one can't go by the number of app downloads. You'll need to see actual paying subscriber numbers on a month by month basis. Will need to know what the percentage churn rate is. This figure could be calculated in differing ways depending on how you apply it, eg, cancelation of a subscription, closing an account, non-renewal of a contract, consumer decision to use another service provider. You'll never know the real rate because no company wants it known how many customers were lost. The only factor in the upcoming launches is not how many deals they have but how many bums on seats they can get, and keep! One way to minimize churn is to exceed customers expectations from the start and will go a long way to keeping them. In 2014 there was 20 OTT providers (in Russia) and of those only 6 had over 5% of the market. Obviously there may be more now or some have failed but it shows how hard this road will be.
