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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.
According to the operational data of the Bureau of national statistics of the agency of the Republic of Kazakhstan for Strategic Planning and reforms as of November 14, 2023, the population of Kazakhstan was 20,000,000 people. Despite the fact that in recent years there has been an increase in this indicator, it is impossible to neglect the presence of certain demographic problems in the country. Kazakhstan ranks 61st among 242 countries in the world population ranking. In turn, given the fact that the population density in the country is 7.3 people per 1 km2, experts say that in order to reach correspondence between the number of population and the size of the territory, it is necessary that this indicator is increased by no less than two times. Taking into account the fact that the average annual population growth in the Republic of Kazakhstan is 1.2–1.3%, it will take more than 70 years for the population to double. The main indicators that affect the demographic situation in the country include the population, its composition, birth and death rates, marriage and divorce rates, and migration conditions. In this regard, we consider it important to thoroughly study these indicators and, on the basis of this, take measures aimed at optimizing the demographic situation in the country. The purpose of the article is to develop suggestions for increasing the population of the country based on an in – depth analysis of the demographic situation of the Republic of Kazakhstan, including the gender aspect.
