In recent years, Armenia’s video industry has shown notable growth, gradually evolving not only into a field of creative expression but also into a полноценный economic sector. This includes not only film and television, but also related areas such as advertising production, digital video projects, work with social platforms, and online media. As a result, a multi-layered ecosystem is emerging, where creativity, technology, and business intersect, opening new opportunities for the industry’s development in the country. More about the sector was shared by Andranik Nazaryan, founder of Main People House Production.

When Plans Change on the Fly

Nazaryan explained that the company was founded at the end of 2014 in the UAE and quickly managed to establish partnerships with major clients. Among its projects was work with Hollywood actor Gerard Butler. He noted that in 2020, the team had planned to relocate to Doha, but the pandemic disrupted those plans.

Nazaryan recalled that they had intended to fly through Armenia, but at that moment all flights were suspended, and by March 23 a full lockdown had already been introduced, with everyone staying at home. He added that the war began shortly afterward, and that period became a turning point in his personal life. According to him, it was then that he met his future wife and decided to remain in Armenia.

He explained that due to a number of circumstances, the final decision was made to bring the experience accumulated abroad to Armenia and develop the industry locally. As a result, a Main People office was opened in Yerevan, which began cooperating with major business representatives, including companies in the fintech and telecommunications sectors.

From Idea to Final Product

He emphasized that one of the company’s key advantages is its international experience, which is still relatively limited in the Armenian market. According to him, when businesses need a product aimed at international audiences, they often choose his team. He stated that they have a strong understanding of how both advertising and informational video content should be produced to resonate with global audiences.

The company provides a full cycle of services—from concept development to the final product. Nazaryan noted that, unlike many local agencies that focus only on the creative aspect and outsource production, their team handles the entire process in-house. He stressed that this approach allows them to execute the original concept with maximum precision.

Market Growth and Limitations

According to Nazaryan, the video production and marketing market in Armenia has grown significantly in recent years. He noted that the difference between the market at the beginning of his career and today is substantial, describing them as entirely different realities.

At the same time, he estimates that total marketing spending in Armenia reaches around $600 million per year. However, this figure includes a wide range of expenses beyond core services. He explained that if this number is adjusted, the real market size is closer to $200 million. By global standards, this is relatively small, but for Armenia it is still significant.

He also noted that a considerable portion of this spending—approximately 15–20%, and in some cases up to 25%—is allocated specifically to video production. According to him, this is a positive sign for the industry, as high-quality visual content is becoming a key element of effective communication.

From “Masha and the Bear” to the Smurfs: A Lot of Work for the Global Market Is Done in Armenia

At the same time, he pointed out that in 2025, only four to five truly high-quality commercials were produced in Armenia that could compete at a high level. He added that this year has already seen one project with the potential to carry significant value even on the international market, describing this as a natural and organic stage of industry development.

Speaking about his own company, Nazaryan admitted that it is not very active in the local market, as it does not always provide sufficient profitability from a business perspective. However, completely leaving the local market is not an option, since inactivity would lead to losing visibility.

The company’s main focus, he said, is working with international brands. Due to contractual restrictions, he did not disclose specific projects, but noted that their partners include major global companies.

Nazaryan also emphasized that Armenian specialists and the capabilities of the local market are often underestimated. He pointed out that many people may not realize that popular content such as “Masha and the Bear” and “The Smurfs” is produced in Gyumri, adding that a significant amount of work for the international market is carried out in Armenia.