Online Cinemas in a Dynamic Market: Formation of Competitive Strategies Based on International Practices for "Ivi.ru

This study was conducted to develop a company's consulting analysis and strategic planning recommendations for building a competitive advantage in a fast-growing market and fierce competition. The study is performed for the Russian and international online cinema market. The relevance of the research lies in the new conditions and market circumstances caused by the Covid-19 pandemic in 2020. The study will examine market characteristics, consumer preferences, international practices and modern strategic management methods. The object is the study is LLC. "Ivi.ru" and the subject is methods of creating competitive advantages of online cinema and leadership retention. Therefore, the problematic of this paper is to formulate preventive measures for Ivi.ru to retain market share against an international giant and local competitors. Methodology of the study is mainly based on a qualitative unstructured interview with the general producer of the company, critical analysis of the literature and a qualitative method of market research meta-analysis, which will allow us to form a more accurate understanding of market operation and firm performance factors.