Market Insights Advertising & Media Advertising

TV & Video Advertising - Kazakhstan

Kazakhstan

Ad spending in the TV & Video Advertising market in Kazakhstan is forecasted to reach US$149.00m in 2024.
The largest market is Digital Video Advertising with a market volume of US$87.39m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$4.67 in 2024.
By 2029, the number of TV Viewers in Kazakhstan is anticipated to be 18.7m users.
Kazakhstan's TV & Video Advertising market is experiencing a surge in digital ad spending, reflecting the country's growing tech-savvy audience and increasing online consumption habits.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Kazakhstan has been experiencing significant growth in recent years.

Customer preferences: Kazakhstan has a rapidly growing middle class, which has led to an increase in disposable income and consumer spending. As a result, there is a growing demand for entertainment and media consumption, including TV and video content. Customers in Kazakhstan have shown a preference for digital platforms and online streaming services, which offer a wide range of content options and greater convenience. This shift in customer preferences has led to an increase in TV and video advertising on digital platforms.

Trends in the market: One of the key trends in the TV & Video Advertising market in Kazakhstan is the increasing use of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior. This targeted approach has proven to be more effective in reaching the desired audience and maximizing the return on investment for advertisers. As a result, more advertisers in Kazakhstan are adopting programmatic advertising strategies. Another trend in the market is the rise of mobile advertising. With the increasing penetration of smartphones and internet connectivity in Kazakhstan, more people are accessing TV and video content on their mobile devices. This has created new opportunities for advertisers to reach their target audience through mobile advertising. Advertisers are leveraging mobile apps, social media platforms, and video streaming services to deliver targeted ads to mobile users.

Local special circumstances: Kazakhstan is a multicultural country with a diverse population. This diversity presents unique challenges and opportunities for advertisers. Advertisers need to consider the cultural and linguistic differences in order to effectively reach their target audience. Localization of advertisements, including language adaptation and cultural relevance, is crucial in capturing the attention and interest of the local population.

Underlying macroeconomic factors: The TV & Video Advertising market in Kazakhstan is influenced by various macroeconomic factors. The country's stable economic growth and increasing consumer spending power have contributed to the growth of the advertising market. Additionally, the government's efforts to attract foreign investment and promote entrepreneurship have created a favorable business environment for advertisers. The ongoing digital transformation in Kazakhstan, with increased internet penetration and technological advancements, has also played a significant role in the growth of the TV & Video Advertising market. In conclusion, the TV & Video Advertising market in Kazakhstan is experiencing growth due to changing customer preferences, including the shift towards digital platforms and mobile advertising. The increasing use of programmatic advertising and the need for localization are key trends in the market. The country's stable economic growth, government initiatives, and digital transformation are underlying macroeconomic factors that have contributed to the development of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.