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29 April 2022

Gazprom-Media Holding announces name of short video platform Yappy

Gazprom-Media Holding, the leading diversified media holding in Russia and Eastern Europe, is presenting a vertical short video platform called Yappy.

Yappy is a mobile application for creating, sharing and viewing short vertical videos that are up to 60 seconds long. The target audience of the app are people aged 14 to 34 who lead an active lifestyle, are interested in self-development and career growth and who put a value on personal recognition and material success. The platform’s first version is planned to be released at the end of the fourth quarter of 2021. The platform will be tested for the last time, in closed mode, in October and November, ahead of its release.

The Yappy mobile app is designed with two audiences in mind. First of all, the product is aimed at content creators. They already have access to the video editing toolbox through the test version of the app: the video editor, the possibility to add different effects during edits. Bloggers are testing the closed beta version of the app to make recommendations on what functionalities can be improved. There are an average 300 bloggers testing the app each month. As a result, the app’s technical team and creators can quickly find problems and fix them, thus increasing the quality of the app. The second audience is those who only want to watch video clips, put up likes and write comments. To enhance their user experience, personalised playlists are now undergoing testing.

“The launch of the vertical video platform is a strategic step for Gazprom-Media as it implements its digital business development strategy. The Yappy platform will complement our digital services ecosystem. More than 87% of people today hold their phones vertically and consume content vertically, and we are ready to offer this audience a comfortable, modern Russian product. Authors and content creators hold the central role in our app. We developed a convenient toolbox for them to work and edit video materials. And for those who just want to watch videos, we are introducing recommendation services. The app has already passed the main stages of beta testing and now we are putting on the finishing touches.”
Alexander Zharov CEO of Gazprom-Media Holding

Gazprom-Media Holding’s IT developers are responsible for the technical development of the new Yappy platform. Since February 2021 developers and IT experts have been testing various models and functionalities, fixing mistakes and adding new technical capabilities to the app. Moreover, new versions and updates of the app with improved functionality are released several times per month. The first MVP is now in the process of being finalised. At the same time, after the first version of the application is released, updates with new and interesting functions will be offered based on the feedback from app users.