Tashkent, Uzbekistan (UzDaily.com) — In recent years, Uzbekistan has witnessed more than just a surge in digital consumption — a new media ecosystem is taking shape, where bloggers are evolving into full-fledged entrepreneurs and content is becoming a strategic asset.

Just a few years ago, creating videos on YouTube was largely seen as a form of self-expression and creativity. Today, however, the platform has transformed into a robust business tool. Bloggers no longer rely solely on view-based monetization; their income now includes brand integrations, personal brands, and affiliate programs.

Analytics from Yoola reveal that in Uzbekistan, five YouTube channels have already surpassed one million subscribers, and over 35 channels have built audiences exceeding 100,000. The dominant content categories are films, shows, news, and music. At the same time, several niches — such as gaming and beauty — remain largely untapped despite high audience interest, offering strong growth potential.

The development of the country's digital ecosystem highlights several key trends that set Uzbekistan apart from other markets:

Longer content lifespan: Unlike Western platforms where algorithms demand constant uploads, local creators in Uzbekistan can count on longer-term organic traffic.

Underutilization of short-form video: While YouTube Shorts, TikTok, and Reels dominate globally, Uzbekistan still lacks major creators who focus exclusively on these formats.

Limited brand integration: While international companies actively engage creators through UGC (user-generated content) campaigns, this approach remains underdeveloped in Uzbekistan.

The growth of YouTube’s audience in the region is not merely a trend — it marks the rise of a new digital economy. Creators are not only producing content but are also becoming key players attracting advertising budgets, educational initiatives, and even social projects. Content is turning into a hub around which communities form — audiences trust influencers and value their recommendations.

Brands, in turn, gain access not only to impressive reach — often rivaling TV and billboard advertising — but also to detailed viewer analytics, including gender and age demographics.

“If YouTube in Uzbekistan continues to grow in line with trends seen in other rapidly developing markets, we’ll soon witness the rise of new niche segments — such as sports, gaming, and DIY; an increase in Uzbek-language content to meet rising demand for local media; and a significant influx of brands, both domestic and international,” said Arseny Dorofey, Commercial Director of Yoola.

Ultimately, the key question is not whether the digital industry will grow in Uzbekistan — but who will be the first to adapt to these changes and seize the opportunities they bring.

Arseny Dorofey, Commercial Director, Yoola