YouTube monetisation could unlock $15mn domestic ad market in Uzbekistan
Digital creators in Uzbekistan currently generate an estimated $15mn annually through Google‘s advertising network, yet virtually none of that income comes from their domestic audience due to the platform’s lack of local monetisation tools.
Speaking to Kursiv Uzbekistan, Igor Shevchenko, chief operating officer and head of YouTube relations at the international creator network Yoola, explained that this structural gap leaves views in Uzbekistan entirely unmonetised.
Because local traffic yields no advertising revenue, domestic video producers are forced to cultivate overseas audiences or depend heavily on direct brand integrations to sustain their channels.
Yoola, which currently partners with hundreds of established Uzbek creators, believes that launching the official YouTube Partner Programme would fundamentally reshape the country’s creative sector.
Shevchenko pointed out that Google has previously activated the programme in countries with populations of only two or three mn. In contrast, Uzbekistan boasts a youthful population of nearly 40mn, offering substantial untapped scale for both content producers and advertisers.
Expanding beyond basic advertising
To capture the full economic potential of an official launch, Shevchenko stressed that introducing standard video ads will not be sufficient on its own. He argued that Google must simultaneously roll out YouTube Music and ad-free premium subscriptions across the country.
High-production studio content dominates the Uzbek digital market, with musical performances, episodic comedy and current affairs programming generating the highest engagement figures.
A formal launch would also encourage local businesses to shift advertising expenditure away from television and messaging platforms toward digital video. Integrating YouTube’s automated payment systems would keep advertising capital inside the national economy, enabling creators to reinvest directly into higher production standards.
The momentum behind activating the service follows recent diplomatic engagements in New York on the sidelines of the United Nations General Assembly. Saida Mirziyoyeva, head of the presidential administration, met with Google Vice President Karan Bhatia to negotiate the formal monetisation of local creators.
Mirziyoyeva confirmed that Uzbekistan has updated its data protection legislation and digital banking infrastructure, establishing the necessary legal framework for international financial operations.
