Online video (Kazakhstan market)

Main article: Internet in Kazakhstan

Chronicle

2024: Online video market in Kazakhstan grew by 28% to KZT18.53 bn over the year

At the end of 2024, the volume of the online video market in Kazakhstan reached 18.53 billion tenge, or approximately $36.43 million (at the exchange rate as of May 30, 2025). This is 28% more compared to the previous year, when expenses were estimated at 14.48 billion tenge. Such data are provided in a study by J'son & Partners Consulting, the results of which were published on May 18, 2025.

Analysts identify two key segments in the market under consideration. These are, in particular, videos on social networks: here the advertising budgets that advertisers spent on TikTok, VK, as well as Instagram and Facebook (both owned by Meta, which is recognized as an extremist organization; activities on the territory of the Russian Federation are prohibited). In addition, the work of all online cinemas officially operating in Kazakhstan is taken into account: monetization from advertising, subscription and rental/sale of content is estimated.

The study says that as of the end of 2024, 23 online cinemas officially operate in the country. These include the services of pay-TV operators in Kazakhstan, paid and free Kazakh platforms, as well as Russian and foreign resources. The main way to monetize them is paid subscription (SVOD). In some online cinemas, the AVOD advertising model is implemented - for example, BeeTV, Megogo, IVI. Selling and renting content (TVOD/EST) is poorly developed.

If we consider the online video market in Kazakhstan as a whole, then the AVOD segment in 2024 accounted for 54.6% of revenue. For comparison, a year earlier, the figure was 62.7%. At the same time, the share of SVOD on an annualized basis rose from 35.6% to 43.8%. The TVOD/EST sector provided 1.7% of revenue versus 1.6% in 2023. It is noted that the Kazakhstani online video market is developing, so it was the advertising model that prevailed on it in 2024.^[1]

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