turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2025-1-3-417-431turan-4877Research ArticleТРИБУНА МОЛОДОГО ИССЛЕДОВАТЕЛЯPLATFORM OF YOUNG RESEARCHERМаркетинговая трансформация индустрии развлечений Казахстана в эпоху цифровизацииMarketing transformation of Kazakhstan’s entertainment industry in the era of digitalizationhttps://orcid.org/0000-0001-8275-2641ЗакироваА. А.ZakirovaA. A.

докторант

г. Алматы

lecturer, PhD student

Almaty

zakasem@gmail.comhttps://orcid.org/0000-0001-9073-3053МедухановаЛ. А.MedukhanovaL. A.

к.э.н, ассоциированный профессор

г. Алматы

c.e.s., associate professor

Almaty

lyazipa.medukhanova@kaznu.edu.kzhttps://orcid.org/0009-0001-8706-2815БақтыгалиеваГ. А.BaktygaliyevaG. A.

м.э.н., м.н.с.

г. Алматы

m.e.s., junior research fellow

Almaty

baktygaliyeva_g@live.kaznu.kzhttps://orcid.org/0000-0003-0284-5667БраувайлерХ. К.BrauweilerH. Ch.

д.э.н., профессор

г. Цвиккау

d.e.s., professor

Zwickau

christian.brauweiler@fh-zwickau.deКазахская национальная консерватория имени КурмангазыКазахстанKurmangazy Kazakh National ConservatoryKazakhstanКазахский национальный университет имени аль-ФарабиКазахстанAl-Farabi Kazakh National UniversityKazakhstanЗападно-Саксонский университет ЦвиккауГерманияWest Saxon University of Applied Sciences of ZwickauGermany20250610202503417431Copyright © Закирова А.А., Медуханова Л.А., Бақтыгалиева Г.А., Браувайлер Х.К., 20252025Закирова А.А., Медуханова Л.А., Бақтыгалиева Г.А., Браувайлер Х.К.Zakirova A.A., Medukhanova L.A., Baktygaliyeva G.A., Brauweiler H.C.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/4877

Мировая экономика представляет собой систему, которая беспрерывно развивается. Организации должны внедрять творческие инициативы в конкурентной среде и отказываться от привычных бизнес-моделей для привлечения потребителей. Глобальная пандемия COVID-19 бросила новые вызовы мировой экономической системе, загнав ее в жесткие рамки выживания. В такой ситуации многие организации ощутили свою уязвимость и несостоятельность продолжать конкурентную борьбу. Другие начали использовать инновационные ресурсы для удержания своих клиентов. Концепция «сервисной экономики» показала мощный потенциал для создания новых возможностей в условиях кризиса. Цель исследования – дать оценку казахстанской индустрии развлечений и спрогнозировать направления развития в контексте трендов мировой индустрии развлечения на фоне процессов сервитизации. Предмет исследования – процессы сервитизации индустрии развлечений. Применение позитивистского подхода вылилось в результаты анализа вторичной информации и количественных исследований в форме онлайн-опроса с помощью платформы Google Form. При опросе 60 респондентов использована неслучайная выборка по удобству и на усмотрение исследователя. В опросе приняли участие студенты Казахской национальной консерватории имени Курмангазы и Казахского национального университета имени аль-Фараби. Ограничения исследования связаны с изучением сферы шоу-бизнеса, включающего музыку, кино и телевидение. Рассмотрение более широкого спектра отраслей индустрии развлечений требует дополнительных исследований. Выводы, сделанные по результатам исследования, иллюстрируют ситуацию, характерную для Казахстанской индустрии развлечений.

The world economy is a system that is constantly evolving. Organizations must introduce creative initiatives in a competitive environment and abandon the usual business models to attract consumers. The global COVID-19 pandemic has thrown new challenges to the global economic system, driving it into a rigid survival framework. In such a situation, many organizations felt vulnerable and unable to compete. Others have begun to use innovative resources to retain their customers. The "service economy" concept has powerful potential for creating new opportunities in a crisis.The study aims to assess the Kazakhstani entertainment industry and predict development directions in the context of the global entertainment industry trends against the background of servitization processes. The research subject is the processes of servitization in the entertainment industry. The application of the positive approach resulted in the analysis of secondary information and quantitative research in the form of an online survey using the Google Form platform. When interviewing 60 respondents, non-probability convenience and judgmental sampling were used - the survey-involved students of Kurmangazy Kazakh National Conservatory and Al-Farabi Kazakh National University. The study's limitations are related to the study of show business, including music, cinema, and television. Looking at a broader range of entertainment industries requires more research. The conclusions drawn from the study results illustrate the typical situation for the Kazakhstani entertainment industry

маркетингтретичная экономикашоу-бизнесцифровизацияиндустрия развлечениясеть «Тик-Ток»стриминговые платформыкиноиндустрияmarketingtertiary economyshow businessdigitalizationentertainment industryTikTok networkstreaming platformscinema industryReferencesLeach M., MacGregor H., Scoones I., Wilkinson A. Post-pandemic transformations: how and why COVID-19 requires us to rethink development // World Development. 2021, vol. 138, pp. 105233.Leach M., MacGregor H., Scoones I., Wilkinson A. Post-pandemic transformations: how and why COVID-19 requires us to rethink development // World Development. 2021, vol. 138, pp. 105233.Yerimpasheva A.T., Tarakbaeva R.E. Marketing strategy in the context of the COVID-19 pandemic: a literary review // Bulletin of “Turan” University. 2021, no. 1, pp. 59–63.Yerimpasheva A.T., Tarakbaeva R.E. Marketing strategy in the context of the COVID-19 pandemic: a literary review // Bulletin of “Turan” University. 2021, no. 1, pp. 59–63.Seetharaman P. Business models shifts: Impact of Covid-19 // International Journal of Information Management. 2020, vol. 54, p. 102173.Seetharaman P. Business models shifts: Impact of Covid-19 // International Journal of Information Management. 2020, vol. 54, p. 102173.Georgieva K. “We must take the right actions now!” – Opening remarks for Annual Meetings Press Conference // IMF. 2022. URL: https://www.imf.org/en/News/Articles/2020/10/14/sp101420-we-must-takethe-right-actions-now (accessed: 25.03.2025)Georgieva K. “We must take the right actions now!” – Opening remarks for Annual Meetings Press Conference // IMF. 2022. URL: https://www.imf.org/en/News/Articles/2020/10/14/sp101420-we-must-takethe-right-actions-now (accessed: 25.03.2025)Pereira S.W., Fishman E.K., Rowe S.P. The future is now: How technology and entertainment are transforming education in the Artificial Intelligence Era // Journal of the American College of Radiology. 2022, vol. 19, no. 9, pp. 1077–1078.Pereira S.W., Fishman E.K., Rowe S.P. The future is now: How technology and entertainment are transforming education in the Artificial Intelligence Era // Journal of the American College of Radiology. 2022, vol. 19, no. 9, pp. 1077–1078.PwC. Shift to streaming, gaming and user-generated content is transforming industry // PwC Russia. 2022. URL: https://www.pwc.ru/en/press-center/2021/gaming-media.html (accessed: 25.03.2025)PwC. Shift to streaming, gaming and user-generated content is transforming industry // PwC Russia. 2022. URL: https://www.pwc.ru/en/press-center/2021/gaming-media.html (accessed: 25.03.2025)Carollo L. Global box office revenue 2005–2021 // Statista. 2023. URL: https://www.statista.com/statistics/271856/global-box-office-revenue/#:~:text=Still%2C%20the%202021%20figure%20 amounted,19%20outbreak (accessed: 29.05.2025)Carollo L. Global box office revenue 2005–2021 // Statista. 2023. URL: https://www.statista.com/statistics/271856/global-box-office-revenue/#:~:text=Still%2C%20the%202021%20figure%20 amounted,19%20outbreak (accessed: 29.05.2025)Statista. According to IFPI’s Global Music Report... // LinkedIn. URL: https://www.linkedin.com/posts/statista_according-to-ifpis-global-music-report-activity-7166733474903629825-uBxl/ (accessed: 29.05.2025)Statista. According to IFPI’s Global Music Report... // LinkedIn. URL: https://www.linkedin.com/posts/statista_according-to-ifpis-global-music-report-activity-7166733474903629825-uBxl/ (accessed: 29.05.2025)Statista. Video games market revenue worldwide 2016–2028 // Statista. 2024. URL: https://www.statista.com/statistics/292056/video-game-market-value-worldwide/ (accessed: 29.05.2025)Statista. Video games market revenue worldwide 2016–2028 // Statista. 2024. URL: https://www.statista.com/statistics/292056/video-game-market-value-worldwide/ (accessed: 29.05.2025)Zhang X., Dai J. Cultural and creative production in the era of globalization: Exploring the trans-border mobility of Chinese media and entertainment celebrities // Geoforum. 2021, vol. 120, pp. 198–207.Zhang X., Dai J. Cultural and creative production in the era of globalization: Exploring the trans-border mobility of Chinese media and entertainment celebrities // Geoforum. 2021, vol. 120, pp. 198–207.Gallouj F., Weber K.M., Stare M., Rubalcaba L. The futures of the service economy in Europe: A foresight analysis // Technological Forecasting and Social Change. 2015, vol. 94, pp. 80–96.Gallouj F., Weber K.M., Stare M., Rubalcaba L. The futures of the service economy in Europe: A foresight analysis // Technological Forecasting and Social Change. 2015, vol. 94, pp. 80–96.World Development Indicators // The World Bank. 2022. URL: http://wdi.worldbank.org/table/4.2 (accessed: 25.03.2025)World Development Indicators // The World Bank. 2022. URL: http://wdi.worldbank.org/table/4.2 (accessed: 25.03.2025)Szczygielski J.J., Charteris A., Bwanya P.R., Brzeszczyński J. The impact and role of COVID-19 uncertainty: a global industry analysis // International Review of Financial Analysis. 2022, vol. 80, pp. 101837.Szczygielski J.J., Charteris A., Bwanya P.R., Brzeszczyński J. The impact and role of COVID-19 uncertainty: a global industry analysis // International Review of Financial Analysis. 2022, vol. 80, pp. 101837.Khlystova O., Kalyuzhnova Y., Belitski M. The impact of the COVID-19 pandemic on the creative industries: a literature review and future research agenda // Journal of Business Research. 2022, vol. 139, pp. 1192–1210.Khlystova O., Kalyuzhnova Y., Belitski M. The impact of the COVID-19 pandemic on the creative industries: a literature review and future research agenda // Journal of Business Research. 2022, vol. 139, pp. 1192–1210.Abbas J., Mubeen R., Iorember P., Raza S., Mamirkulova G. Exploring the impact of COVID-19 on tourism: transformational potential and implications for a sustainable recovery of the travel and leisure industry // Current Research in Behavioral Sciences. 2021, vol. 2, pp. 100033.Abbas J., Mubeen R., Iorember P., Raza S., Mamirkulova G. Exploring the impact of COVID-19 on tourism: transformational potential and implications for a sustainable recovery of the travel and leisure industry // Current Research in Behavioral Sciences. 2021, vol. 2, pp. 100033.Shaughnessy C., Perkins R., Spiro N., Waddell G., Campbell A., Williamon A. The future of the cultural workforce: perspectives from early career arts professionals on the challenges and future of the cultural industries in the context of COVID-19 // Social Sciences & Humanities Open. 2022, vol. 6, no. 1, pp. 100296.Shaughnessy C., Perkins R., Spiro N., Waddell G., Campbell A., Williamon A. The future of the cultural workforce: perspectives from early career arts professionals on the challenges and future of the cultural industries in the context of COVID-19 // Social Sciences & Humanities Open. 2022, vol. 6, no. 1, pp. 100296.Weigel S., Hadwich K. Success factors of service networks in the context of servitization: development and verification of an impact model // Industrial Marketing Management. 2018, vol. 74, pp. 254–275.Weigel S., Hadwich K. Success factors of service networks in the context of servitization: development and verification of an impact model // Industrial Marketing Management. 2018, vol. 74, pp. 254–275.Lin J.-H.T., Bowman N., Lin S.-F., Chen Y.-S. Setting the digital stage: defining game streaming as an entertainment experience // Entertainment Computing. 2019, vol. 31, pp. 100309.Lin J.-H.T., Bowman N., Lin S.-F., Chen Y.-S. Setting the digital stage: defining game streaming as an entertainment experience // Entertainment Computing. 2019, vol. 31, pp. 100309.Parry G., Bustinza O.F., Vendrell-Herrero F. Servitisation and value co-production in the UK music industry: An empirical study of consumer attitudes // International Journal of Production Economics. 2012, vol. 135, no. 1, pp. 320–332.Parry G., Bustinza O.F., Vendrell-Herrero F. Servitisation and value co-production in the UK music industry: An empirical study of consumer attitudes // International Journal of Production Economics. 2012, vol. 135, no. 1, pp. 320–332.Tiktok named as the most downloaded app of 2020 // BBC News. 2020. URL: https://www.bbc.com/news/business-58155103 (accessed: 25.03.2025)Tiktok named as the most downloaded app of 2020 // BBC News. 2020. URL: https://www.bbc.com/news/business-58155103 (accessed: 25.03.2025)Stokel-Walker C. What is next for Netflix as basic needs cost more now // Time. 2022. URL: https://time.com/6172680/netflix-streaming-future/ (accessed: 25.03.2025)Stokel-Walker C. What is next for Netflix as basic needs cost more now // Time. 2022. URL: https://time.com/6172680/netflix-streaming-future/ (accessed: 25.03.2025)Prospering in the pandemic: The top 100 companies // Financial Times. 2021. URL: https://www.ft.com/content/844ed28c-8074-4856-bde0-20f3bf4cd8f0 (accessed: 25.03.2025)Prospering in the pandemic: The top 100 companies // Financial Times. 2021. URL: https://www.ft.com/content/844ed28c-8074-4856-bde0-20f3bf4cd8f0 (accessed: 25.03.2025)Sadiyev B. Kazakhstan’s e-sports is ready for global expansion // Kursiv Media Kazakhstan. 2021. URL: https://kz.kursiv.media/en/2021-09-24/kazakhstans-esports-ready-global-expansion/ (accessed: 25.03.2025)Sadiyev B. Kazakhstan’s e-sports is ready for global expansion // Kursiv Media Kazakhstan. 2021. URL: https://kz.kursiv.media/en/2021-09-24/kazakhstans-esports-ready-global-expansion/ (accessed: 25.03.2025)Emir Baigazin’s “Life” was nominated for an “Oscar” by Kazakhstan // State Center for Support of National Cinema. 2021. URL: https://kazakhcinema.kz/en/news/emir-baygazins-life-was-nominated-for-anoscar-by-kazakhstan.html (accessed: 25.03.2025)Emir Baigazin’s “Life” was nominated for an “Oscar” by Kazakhstan // State Center for Support of National Cinema. 2021. URL: https://kazakhcinema.kz/en/news/emir-baygazins-life-was-nominated-for-anoscar-by-kazakhstan.html (accessed: 25.03.2025)Dalton M.T.B. Oscars Best International Feature 2022: All the films submitted so far // Screen. 2021. URL: https://www.screendaily.com/news/oscars-best-international-feature-2022-all-the-films-submitted-sofar/5163079.article (accessed: 25.03.2025)Dalton M.T.B. Oscars Best International Feature 2022: All the films submitted so far // Screen. 2021. URL: https://www.screendaily.com/news/oscars-best-international-feature-2022-all-the-films-submitted-sofar/5163079.article (accessed: 25.03.2025)Levine S. Kazakhstan’s Oscar© 2020 entry for best feature: “The Crying Steppe” by Marina Kunarova // Medium. 2020. URL: https://blogs.sydneysbuzz.com/kazakhstans-oscar-2020-entry-for-best-feature-thecrying-steppe-by-marina-kunarova-40018b081b04 (accessed: 25.03.2025)Levine S. Kazakhstan’s Oscar© 2020 entry for best feature: “The Crying Steppe” by Marina Kunarova // Medium. 2020. URL: https://blogs.sydneysbuzz.com/kazakhstans-oscar-2020-entry-for-best-feature-thecrying-steppe-by-marina-kunarova-40018b081b04 (accessed: 25.03.2025)Digital 2025: Kazakhstan // DataReportal. 3 March 2025. URL: https://datareportal.com/reports/digital-2025-kazakhstan (accessed: 28.08.2025)Digital 2025: Kazakhstan // DataReportal. 3 March 2025. URL: https://datareportal.com/reports/digital-2025-kazakhstan (accessed: 28.08.2025)Kazakhstan’s Film Industry Surges: Domestic Productions Outperform Foreign Blockbusters at the Box Office // The Times of Central Asia. 20 March 2025. URL: https://timesca.com/kazakhstans-film-industrysurges-domestic-productions-outperform-foreign-blockbusters-at-the-box-office/ (accessed: 28.08.2025)Kazakhstan’s Film Industry Surges: Domestic Productions Outperform Foreign Blockbusters at the Box Office // The Times of Central Asia. 20 March 2025. URL: https://timesca.com/kazakhstans-film-industrysurges-domestic-productions-outperform-foreign-blockbusters-at-the-box-office/ (accessed: 28.08.2025)Spotify Launches in Kazakhstan, Welcomed By Music Fans All Over the Country // The Astana Times. 23 July 2020. URL: https://astanatimes.com/2020/07/spotify-launches-in-kazakhstan-welcomed-by-musicfans-all-over-the-country/ (accessed: 28.08.2025)Spotify Launches in Kazakhstan, Welcomed By Music Fans All Over the Country // The Astana Times. 23 July 2020. URL: https://astanatimes.com/2020/07/spotify-launches-in-kazakhstan-welcomed-by-musicfans-all-over-the-country/ (accessed: 28.08.2025)Kemp S. Digital 2020: Kazakhstan – DataReportal – Global Digital Insights // DataReportal. 2020. URL: https://datareportal.com/reports/digital-2020-kazakhstan#:~:text=,in%20Kazakhstan%20in%20January%202020 (accessed: 29.05.2025Kemp S. Digital 2020: Kazakhstan – DataReportal – Global Digital Insights // DataReportal. 2020. URL: https://datareportal.com/reports/digital-2020-kazakhstan#:~:text=,in%20Kazakhstan%20in%20January%202020 (accessed: 29.05.2025

The authors declare that there are no conflicts of interest present.