Market Overview of Uzbekistan’s Advertising Industry

The advertising market in Uzbekistan is actively growing, driven by the development of digital technologies, the emergence of new communication channels, and increasing economic activity. Of course, there are challenges, but the prospects look highly optimistic: the economy is becoming more diverse, foreign investors are showing interest, and the media landscape continues to evolve.

Uzbekistan’s Population Dynamics and Its Impact on Advertising

Uzbekistan is a country with a young population: the average age is 28, and the total population has exceeded 37 million people. Every fourth resident is a child under the age of 10, making family audiences a priority for advertisers.

From an ethnic perspective, Uzbeks make up 83% of the population. The state language is Uzbek. Traditional family values and Sunni Islam significantly shape the cultural background and approach to advertising. Approximately 52% of the population lives in rural areas, requiring advertisers to combine digital and traditional communication channels.

Economic Indicators in Uzbekistan

Uzbekistan's economy is steadily growing: between 2018 and 2023, GDP increased from $62 billion to $97 billion. This economic surge is largely attributed to the growth of foreign direct investment, which accounts for up to 20% of the overall economy.

The average income of Uzbek residents is approximately $450 per month, although a significant portion of the economy remains informal. The primary expenses for Uzbeks are housing, education, and healthcare, driving demand for advertising in these sectors.

Internet Use and Digitalisation in Uzbekistan

As of early 2024, 83.3% of Uzbekistan's population (29.52 million people) had Internet access. The rapid penetration of the Internet has spurred the growth of digital marketing. The average internet speed has increased to 24.7 Mbps, enabling the use of video formats and complex advertising creatives.

The primary audience is youth. Most users engage in social media, watch movies and series, read news, and use educational platforms.

Media Market Trends in Uzbekistan

In 2024, the technology sector also experienced growth. For instance, the prominence of mobile banking and e-commerce platforms increased by 56%. The e-commerce market is valued at $311 million, accounting for 2% of total retail trade. The market is projected to grow sixfold by 2027. Leading platforms in 2024 included Uzum, Alif, Humans, and TutMarket.

Mobile operators are evolving into super-apps. Beeline and Mobiuz are further developing payment systems and streaming platforms.

The primary advertising channels in Uzbekistan are television, digital media, and outdoor advertising. Television remains the top channel, reaching 97% of the population. Digital channels are gaining traction thanks to 30 million Internet users. Outdoor advertising is also transforming, with increased investments in LED screens and DOOH formats.

Million jamoasi - Alfons kuyovlar YouTube channel

Uzbek bloggers currently lack a distinct legal status but must adhere to general legislative norms, including the Law on Mass Media. They are allowed to engage in advertising activities, sign contracts with clients, and are required to pay taxes.

Despite positive changes, the blogging sphere in Uzbekistan faces challenges. For instance, there is a lack of clear legal regulations, particularly regarding contractual relationships. Also, many niches, such as high-quality blogs about science, technology, and beauty, remain underserved.

Radio Advertising in Uzbekistan

In 2024, radio remains a popular media channel in Uzbekistan. In Tashkent and the Tashkent region, 72.2% of the population listen to the radio at least once a month, while 63% tune in at least once a week.

The majority of the audience consists of individuals with middle and upper-middle incomes, who predominantly listen to the radio in cars. 40% of listeners prefer car radios, and 89% of all radio listening occurs outside the home.

The average daily listening time is approximately 3 hours and 13 minutes, comparable to levels in countries such as Slovakia and Italy. In 2023, Uzbek radio recorded 110 advertisers and 148 brands, with Roodell and Davrbank leading in the number of advertising integrations.

Outdoor Advertising in Uzbekistan

In 2023, the annual turnover of outdoor advertising in Uzbekistan reached $20.99 million, with approximately 80% of investments concentrated in the country’s capital, Tashkent. By 2024, investments in outdoor advertising began to grow more actively. The share of expenditures on LED screens rose to 60% of the total outdoor advertising budget, an increase of 14% compared to the previous year. This growth can be attributed to the ongoing digitalization of the sector and advertisers' preference for more dynamic and engaging formats.

Currently, outdoor advertising in Uzbekistan is primarily concentrated in the country’s three leading cities: Tashkent, Samarkand, and Bukhara.

Visit SaudiDOOH campaign in Tashkent, by RMAA, 2024

In the capital of the country, backlights and billboards are widely used along roads and on building facades, as well as wallscapes mounted on blank walls. Additionally, rooftop structures and installations at public transportation passenger drop-off points are common.

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