"Digital economy" scientific and electronic journal
Published October 17, 2025 | Version v1
Journal article Open

THE RISE OF THE SUBSCRIPTION ECONOMY IN UZBESKITAN: MARKET TRENDS AND ADOPTION PATHWAYS

Authors/Creators

  • 1. PhD student, Westminster International University in Tashkent

Description

This paper explores the emergence and development of the 
subscription economy in Uzbekistan, focusing on market trends and adoption 
pathways. Using secondary data from national statistics, industry reports, and 
international benchmarks, the study identifies key drivers such as internet penetration, 
digital payments, and telecom-based services. Findings show that while international 
players introduce global subscription models, local startups adapt them to domestic 
needs, creating a hybrid adoption pathway. Challenges such as hidden fees, rigid 
cancellation policies, and potential subscription fatigue are also highlighted. The study 
contributes to the limited literature on subscription-based business models in emerging 
markets and provides insights for policymakers and businesses seeking to promote 
sustainable growth in Uzbekistan’s digital economy.

Abstract (Uzbek)

Maqolada O‘zbekistonda obuna iqtisodiyotining shakllanishi va 
rivojlanishi, uning bozor tendensiyalari hamda qabul qilinish yo‘llari tahlil qilinadi. 
Milliy statistika, sanoat hisobotlari va xalqaro manbalardan olingan ikkilamchi 
ma’lumotlardan foydalanib, tadqiqot internetdan foydalanish darajasi oshishi, raqamli 
to‘lovlarning kengayishi va telekommunikatsiya xizmatlari kabi asosiy omillarni 
aniqladi. Natijalar shuni ko‘rsatadiki, xalqaro kompaniyalar global obuna modellarini 
joriy qilayotgan bo‘lsa, mahalliy startaplar ularni milliy sharoitlarga moslashtirmoqda 
va natijada gibrid rivojlanish yo‘li shakllanmoqda. Shuningdek, yashirin to‘lovlar obunani bekor qilishdagi cheklovlar va obunaga bo‘lgan charchoq kabi muammolar 
ta’kidlanadi. Tadqiqot rivojlanayotgan bozorlarda obunaga asoslangan biznes 
modellariga oid cheklangan ilmiy adabiyotlarga hissa qo‘shadi va O‘zbekiston raqamli 
iqtisodiyotining barqaror o‘sishini ta’minlash uchun davlat organlari va biznes 
subyektlari uchun tavsiyalar beradi. 

Abstract (Russian)

В статье рассматривается формирование и развитие 
подписочной экономики в Узбекистане с акцентом на рыночные тенденции и 
пути адаптации. Используя вторичные данные из национальной статистики, 
отраслевых отчетов и международных источников, исследование выявляет 
ключевые факторы, такие как рост проникновения интернета, развитие 
цифровых платежей и услуги телекоммуникационных компаний. Результаты 
показывают, что международные игроки внедряют глобальные модели 
подписок, в то время как местные стартапы адаптируют их к национальным 
условиям, формируя гибридный путь развития. Также подчеркиваются такие 
проблемы, как скрытые комиссии, жесткие условия отмены и потенциальная 
усталость от подписок. Исследование вносит вклад в ограниченную литературу 
по подписочным бизнес-моделям на развивающихся рынках и предлагает 
рекомендации для государственных органов и бизнеса по обеспечению 
устойчивого роста цифровой экономики Узбекистана. 

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Additional details

Additional titles

Alternative title (Russian)
O'ZBEKISTONDA OBUNA IQTISODIYOTINING O'SISHI: BOZOR TENDENSIYALARI VA QABUL QILISH YO'LLARI
Alternative title (English)
РОСТ ПОДПИСНОЙ ЭКОНОМИКИ В УЗБЕКИСТАНЕ: РЫНОЧНЫЕ ТЕНДЕНЦИИ И ПУТИ АДАПТАЦИИ

Software

Repository URL
https://infocom.uz/magazine/19
Development Status
Active

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