In a fierce competition for the retention and growth of the share of paid subscribers against the background of the departure of the majors from the country (in ‘22, Ivi ceased to be the market leader), with fewer opportunities for promotion (Ivi is the only independent, non-ecosystem player from the top 5), Ivi, having the largest library of Turkish serieslov, became the first who, at the peak of their popularity, attracted a Turkish star to participate in communication, and “staked out” this territory (attribution of Turkish TV series to Ivi is 24%). We have proven that understanding the values of the community always gives direct access to the consumer's heart and the growth of paid subscriptions (+13%).