Marketing transformation of Kazakhstan’s entertainment industry in the era of digitalization

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