Kazakh video streaming is expanding to the international level

The video streaming market in Kazakhstan demonstrates significant growth potential, with total revenue reaching 12 billion tenge in 2022 and a potential audience of 18 million users. Despite the dominance of international platforms such as Netflix, YouTube, and Kinopoisk, which hold substantial market shares, local players like Beeline Kazakhstan and Kcell, as well as new startups, continue to strengthen their positions. According to 2022 data, Kazakhstan produced approximately 70–80 films and TV series per year. Amidst high domestic competition and the prevalence of pirated content, Kazakh companies face the need to improve service quality and expand the distribution of their content.

In this context, the international expansion of Kazakh content represents a strategically important step. The developing video streaming market in Kazakhstan opens up new opportunities for cultural exchange and the promotion of unique content from Central Asia on the global stage. Kazakh content, including films and TV series, has the potential to attract international audiences due to its unique cultural value and diversity. Given the growing interest in diverse cultural traditions and regional specifics, the expansion of Kazakh content can not only strengthen the positions of local producers but also provide viewers worldwide with a new perspective on the Central Asian film industry.

Therefore, it is interesting to note the launch of a new video streaming service that will allow viewers to get acquainted with films and TV series produced in Kazakhstan and other Central Asian countries, with an opening scheduled for the end of 2024. The service will stand out from competitors not only with a wide range of local Kazakh content but also with high image quality and support for multiple languages in subtitle format.

The launch of the project is expected to help distribute content from Central Asia on the global stage and provide viewers in all countries with a new perspective on world cinema. The exact launch date and subscription details will be announced later; at present, it is unknown under which brand the streaming service will be launched.

Alexander Yudin, a leading specialist in the field of video streaming in Russia and abroad, is responsible for the development and launch of the project. His track record includes increasing the audience of the Trikolor Kino and TV streaming service from 1.7 million to 2.6 million, which allowed the company to enter the top 5 by audience in Russia. At another streaming company, START, where Alexander Yudin was also responsible for strategy and the development of the video service abroad, he contributed to doubling the audience from one to two million.

The launch of a new video streaming service with content from Central Asia is a strategically important step both for the region and for the global media market. Central Asia is a region with a rich cultural heritage, diversity of traditions, and a unique geopolitical position. However, in the global context, content from this region is often undervalued or underrepresented. My goal is to support local film production markets: a platform for showcasing the work of local filmmakers stimulates them to create new projects. My project will also help attract investments to these markets, which will undoubtedly contribute to the growth of this industry.

Author: Elizaveta Trudova