👁 A Shift in TV Viewing Patterns Takes Place in Kazakhstan
In the first quarter of 2026, television consumption in Kazakhstan demonstrated stability, though the internal structure of audience preferences continues to evolve.
According to a study by the National Media Association and K Research Central Asia, the key drivers of the market are a growing interest in Kazakh-language content, the expansion of TV measurement geography into smaller towns and villages, and the frequency and consistency of programming schedules.
As usual, major international events were the absolute leaders in terms of reach at the beginning of the year, with broadcasts of the Winter Olympic Games in Milan capturing the highest ratings. In the overall channel standings, KTK retained its leadership position with a 0.67% rating and a 12% share, followed by Channel One Eurasia and the national TV channel Qazaqstan.
In the news and entertainment segments, high broadcasting frequency proved to be the crucial factor in viewer retention. Consequently, regular fixtures such as the flagship news program Glavnye Novosti and the daily talk show QosLike on Channel One Eurasia, along with KTK’s news broadcasts, solidified their positions among the top programs.
In the series and movie segment—which, alongside entertainment shows, forms the stable core of TV viewing—the series Körşiler (Neighbors) on the Qazaqstan channel was recognized as the quarter’s main triumph.
Experts note that against the backdrop of expanding the measurement panel into the regions, the value of the local agenda, socio-political programming, and high-quality series lineups in the Kazakh language will only continue to rise, shaping the future trajectory of the republic’s entire media landscape.
Source: Tribune
