In the first quarter of 2026, television consumption in Kazakhstan remained stable, while viewing patterns continued to evolve — from the growing role of Kazakh-language content to shifting factors influencing audience choice. These findings are based on a study by the National Media Association in partnership with K Research Central Asia, covering the period from January to March.
At the beginning of the year, audience attention was concentrated around major events and film content. Broadcasts of the Winter Olympic Games in Milan delivered the highest ratings of the quarter, confirming sustained demand for large-scale international events.
By the end of the quarter, KTK maintained its leadership among TV channels with a rating of 0.67% and a 12% audience share, followed by First Channel Eurasia and Qazaqstan.
Viewing patterns also show a notable shift: frequency of content has become a key driver. This is particularly evident in the news segment, where “Main News” on First Channel Eurasia (1.42%, 98 episodes) and “News” on KTK (1.28%, 197 episodes) build stable audiences through regular scheduling.
Current affairs and analytical programming continue to attract viewers but remain niche. The segment is led by “Analytics” on First Channel Eurasia (1.09%), followed by “News. Special Edition” on KTK (0.96%) and “Parliament Online” (0.95%).
The socio-political agenda also plays a significant role in shaping viewing patterns. Programs dedicated to the referendum and government initiatives contributed notably to the socio-economic segment, reinforcing television’s role as a key channel for interpreting current events.
Entertainment content remains one of the main drivers of viewing. In the daily segment, high-frequency projects lead: QosLike (1.10%, 62 episodes) on First Channel Eurasia demonstrates how regular talk shows build viewing habits. It is followed by “Qyzyq Premia” on Khabar (0.92%).
The highest ratings of the quarter were recorded by music and film content. Amid increasing competition, scripted series play a particularly important role in retaining audiences. The leading project was “Korshiler” on Qazaqstan channel. Long-running and regularly scheduled series continue to form a stable core of television viewing.
In addition, the expansion of the TV measurement panel to include small towns and rural areas has allowed for a more accurate reflection of national viewing patterns.
The importance of Kazakh-language content is also growing, particularly in series, music, and social programming. With the expansion of measurement geography, this has become one of the key directions for further development.
Overall, the first quarter of 2026 is characterized by stable demand alongside a gradual transformation of viewing patterns, with a growing focus on content frequency, local relevance, and linguistic identity.