Wildberries adds Wink movies and TV to its WB Club subscription

Russian marketplace Wildberries has added movies, series and TV channels from the Wink streaming service to its "WB Club" subscription. Subscribers now get access to Wink's main catalog and 130 television channels.

WB Club originally offered shopping perks: extra discounts on goods, the option to change the pickup point for an order within one region, and other benefits. Streaming content is now part of the bundle.

A fuller tier is on the way

The company plans to expand the offer with a version called "Wink Всё в одном" (Wink All in One). It is expected to include premieres from Wink Originals, popular shows from the STS channel and additional collections of films and series. No launch date has been given.

Why Wildberries chose a partnership

In 2025 the marketplace explored entering the online cinema market. It held talks to buy the Ivi service, but the sides failed to agree. There were also reports that RWB was studying how to build its own platform from scratch, but the company later revised its plans.

According to the reporting, launching a streaming service would have required substantial investment that could not be recouped within the next two to three years, even with growth in the number of Wildberries ecosystem subscribers. Instead, the marketplace opted to extend WB Club with a ready-made content catalog, avoiding the need to launch and develop a separate platform.

For shoppers, the move turns a loyalty program into a broader media-and-retail bundle. For Wildberries, it is a cheaper way to add value to the subscription and keep users inside its ecosystem, while Wink gains a new distribution channel through one of Russia's largest marketplaces.