Wink Top Manager Maxim Petrovsky Moves to Sber
Maxim Petrovsky has taken charge of developing the SberPrime subscription. Wink, meanwhile, is abandoning Wink Music, which failed to capture a significant share of the streaming market.
Maxim Petrovsky has left his post as director of media services at the Wink online cinema and moved to Sber as product director. In his new role, he will focus on developing the SberPrime subscription. The information appeared on the top manager's page on the Setka social network.
At Wink, Petrovsky's departure is described as "a routine personnel event." According to company representatives, the resignation will not affect the online cinema's governance structure or strategy. The top manager's responsibilities will be distributed among other employees. The parties, as the company emphasized, parted by mutual agreement.
Who is Maxim Petrovsky?
Petrovsky has worked with digital products for more than ten years. His career track includes:
- 2015–2017 — lead business analyst at Svyaznoy;
- 2017–2019 — project manager at Eset Software;
- 2019–2020 — work at Rambler, where he headed the Afisha and Kassa products;
- November 2020 – June 2025 — head of the MTS Music service;
- July 2025 — move to Wink as director of media services development.
Petrovsky now continues his career on the Sber team. For the state bank's ecosystem, this is a reinforcement of the subscription business — one of the key tools for audience retention.
What will happen to Wink Music?
In parallel with the top manager's departure, Wink plans to abandon further development of the Wink Music service. Sources in the music streaming market told Kommersant about this; a source within the company itself confirmed the information.
According to one of the publication's sources, the service failed to capture a significant share of the market. Therefore, the company intends to keep only the music showcase for a children's audience. However, the streaming service's official representative said the service continues to operate.
How did Wink develop its music offering?
Wink Music entered the market in 2024. Key milestones of the service:
- launch of the streaming service in 2024;
- September 2024 — presentation of the beta version of the app, built on the basis of the Zvuk streaming service;
- investments in the launch were estimated at up to 50 million rubles;
- November 2024 — start of promotion of the music service together with the online cinema under a single "Two for One" subscription: users were offered simultaneous access to Wink movies and series and the Wink Music app.
What is happening with the Wink ecosystem?
The decision to abandon music may not be the first cut in the company's lineup of additional services. On March 20, 2026, Wink shut down Wink Books. At the time, Petrovsky explained this by the complexity of the book market, the high cost of user acquisition, and a narrow audience.
At the same time, Wink continues to strengthen its core business — online video. In January 2026, the service acquired the Smotreshka online cinema. Wink CEO Anton Volodykin called the deal the company's entry into a new growing segment with an already established customer base.
As a reminder, Wink operates as a joint venture between Rostelecom and National Media Group. The companies merged the Wink and more.tv video services under a single brand in 2023. Rostelecom's stake in the JV is 70%, while NMG owns 30%.
Personnel exchanges between major digital platforms are a telling signal for the Russian B2B market. Top managers with experience launching and developing subscription services remain a scarce resource, and ecosystems compete for them as actively as they do for content and audiences.
Original: setka.ru
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