Kazakhstan’s TV boom is driven by rural viewers and small-town audiences
TV viewing in Kazakhstan has grown by 21%, with small towns and rural areas leading the rise. New figures from the National Media Association (NMA) show a clear shift in audience habits across the country. Urban and regional viewers now engage with television in markedly different ways.
The latest data reveals that people in small towns and villages spend an average of 198 minutes watching TV each day. This is 21 minutes more than the 177-minute average in large cities. The gap extends to daily ratings as well, with domestic channels achieving a 40% higher score outside major urban centres.
Regular viewing is also more common in rural areas. There, 44% of the population tunes in daily, compared to just 35% in cities. Younger audiences, particularly those aged 18–24, make up a larger share of the viewership in small towns (27%) than in cities (19%). Language preferences further highlight the divide. Kazakh-language programming dominates in regional areas, where it accounts for 82% of total viewership. In contrast, big cities see a lower share at 59%. The NMA has expanded audience measurements to cover a wider geography. This broader assessment aims to provide a clearer picture of content effectiveness nationwide. It also supports the development of more tailored programming for different audience groups.
The expansion of TV audience tracking now offers a more detailed view of viewing trends across Kazakhstan. With rural and small-town audiences driving growth, broadcasters can refine their content to better match regional preferences. The data suggests a stronger demand for Kazakh-language and locally focused programming outside major cities.
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