The joint project of Ukraine's largest mobile operator Kyivstar and 1+1 Media Group, the OTT platform Kyivstar TV, has become the second-leading streaming platform in Ukraine within five years and maintains ambitions to be a market leader, the company's press service reported.

"Over the past five years, we've become the second-largest streaming platform in Ukraine. We have the largest video library of Ukrainian-made content. We've implemented our own AI for personalized recommendations," said Tymur Zaidullin, Head of the Innovation Solutions, Kyivstar TV Products Development and Promotion Department, during a presentation celebrating the platform's fifth anniversary in Kyiv's Oscar cinema on Wednesday.

Zaidullin announced the launch of a new sports channel, which is not available on cable TV, two original series, and potential partnerships with PlayStation and Xbox.

He emphasized a focus on cost-effective content that ensures more than 51% of viewers engage with the purchased material, with at least 80% completing it.

Zaidullin said that Kyivstar TV today has the largest video library of content produced in Ukraine.

Yaroslav Pakholchuk, CEO of 1+1 Media Group, said that the platform has leadership ambitions.

"Today, the market is actually divided into three players [Megogo, Kyivstar TV, Sweet.tv]. We are still far from one of them, but we definitely have ambitions. The main thing is to set good, bold goals, know how to achieve them and with whom," said Pakholchuk.

At its anniversary event, the platform introduced a refreshed logo and brand identity.

"The new logo now contains a unique sign that helps to better visually distinguish the Kyivstar TV brand from others and emphasizes its independence. Moreover, it directly conveys what we have been working on all these years – to turn on the viewer's love for cinema, especially Ukrainian cinema," said Yuriy Chernenky, head of the Kyivstar Marketing Communications Department.

Earlier reports revealed changes in the ownership structure of Vision 1+1 LLC, the media holding of 1+1 Media. As of February 2024, 100% of Vision 1+1 was owned by LLC Solutions. After a restructuring in November, 32% of Solutions was transferred to Media Management Plus LLC, co-owned by Svitlana Mischenko and Andriy Malchevsky (43.75% each) and Yaroslav Pakholchuk (12.5%).

The OTT platform has over 430 TV channels and a VOD library of 20,000 films, series, and shows.

Kyivstar TV was founded on December 11, 2019, as a joint venture between Kyivstar and 1+1 Media Group. It is part of 1+1 Media, a major Ukrainian media holding established in 1995. The holding comprises seven TV channels, online platforms, a production department, and multiple digital ventures, including VOD and satellite television.