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Kazakhstan Radio and Podcast Market Overview
MEDIA BUYING
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In 2023, the radio segment experienced a 5% growth compared to 2022. The recovery began in the summer of 2022, continued in the first half of 2023, and stabilized at the previous year's level.
In 2024, advertising investments in radio in Kazakhstan decreased by 9% compared to the same period last year, amounting to 2.5 billion KZT (approximately $4.7M). The primary factor for this decline was reduced activity from betting companies. However, categories such as "Automotive" and "Cultural and Entertainment Events" showed positive trends. Additionally, the banking sector returned to radio advertising in the second and third quarters.
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Key advertisers on the radio include electronics stores, banks, car dealerships, and pharmaceutical companies. Direct ad placements remain the most popular format, though interest in sponsorships and special projects persists.
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Radio Stations Rank in Kazakhstan
The average daily audience of radio stations in Kazakhstan is approximately 130,000 people. The audience distribution by language preference is as follows:
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30% of the urban population aged 6+ listens to radio stations in the state (Kazakh) language.
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70% prefer radio stations with mixed language content.
In 2024, Kazakhstan adopted a new Law ‘On Mass Media’, which sets requirements for the share of TV and radio programs in the Kazakh language. According to Article 14, starting January 1, 2025, at least 55% of programs must be in Kazakh, increasing to 60% by January 1, 2027. Thus, by 2027, the broadcasting ratio will be 60/40% for Kazakh and other languages.
Currently, international radio stations primarily broadcast in Russian, except for local networks where the share of Kazakh language programming is 95-100%. Despite Kazakhstan's strong cultural and linguistic identity, as of 2023, Russkoye Radio ranked first in Kazakhstan in terms of the average audience percentage listening continuously for one minute, with a rate of 18%. The station broadcasts in 23 cities across the country.
This year, Russkoye Radio dropped to second place in the rankings but has consistently held this position.
Audience Reach for January 2025
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A new radio station, Mir, began broadcasting in Kazakhstan this year. The station is now available in Kokshetau, Ust-Kamenogorsk, Taldykorgan, Kostanay, Kyzylorda, Kurchatov, and Janashar. Mir offers music and informational programming tailored to audiences in CIS countries. Its content consists of 70% music, including pop and rock, with news broadcasts every half hour.
Advertising Formats
In Kazakhstan, advertisers have access to traditional advertising formats, such as audio ads and program sponsorships. The cost of placing audio ads depends on the radio station, the time of broadcast (prime time or off-time), and the broadcast region.
Advertisers can also order integrated advertising, where the host mentions the product during the show to create a natural perception of the ad for listeners.
Additional advertising opportunities include:
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Interviews and live broadcasts: Company representatives participate in radio shows to discuss their product or service and answer listener questions.
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Advertising jingles: Short musical inserts mentioning the brand, which are memorable and help associate the sound with the company.
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Promotional games and contests: Organizing giveaways and contests on-air with sponsor mentions, stimulating listener interest and active brand engagement.
The optimal advertising format depends on the campaign’s goals, target audience, and budget. It’s also important to consider the audience’s language preferences based on the broadcast content.
Top Radio Ads by GRP for the Month
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Gross Rating Point (GRP) reflects the total number of ad impressions across all platforms within a specific period (e.g., daily, weekly, or campaign duration). It accounts for both unique and repeat impressions.
Key Podcasts in Kazakhstan
According to global trends, the popularity of podcasts continues to grow. As of 2024, the number of podcast listeners worldwide reached 546.7 million, reflecting a 7.85% increase compared to the previous year.
In Kazakhstan, interest in this audio format is also on the rise, particularly among younger audiences. New podcasts in Kazakh and Russian are emerging, covering a wide range of topics such as science, culture, and everyday life.
Moreover, the majority of podcast enthusiasts are millennials. Individuals aged 25 to 34 years make up 28% of the total podcast audience, followed by the 34 to 44 age group, which accounts for 21%. In other words, podcast listeners represent a prime audience for most brands based on age demographics.
Here are Top Podcasts in Kazakhstan, 2024. One of the defining features of podcasts is their cross-platform availability. The most popular platforms for podcast streaming in Kazakhstan are YouTube, Apple, and Spotify.
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Special mention goes to the podcast НеКурултай (NeQuryltay), which won the national URKER-2024 Award for print, radio, and internet journalism in the "Best Podcast" category. Other nominees included Newsroom99 (@newsroom999) and Әдемі подкаст ( (Baq.kz).
Advertising Formats in Podcasts
Advertising formats in podcasts are no different from those used on radio. These include audio ads, sponsorships, native advertising, interviews with company representatives, and ad placements at the beginning (pre-roll) or end (post-roll) of an episode. Notably, platforms like Spotify manage advertising through their own ad services, while YouTube Podcasts rely on Google Ads. Other platforms follow similar models. Additionally, advertisers can negotiate collaborations directly by contacting the podcast.
Separately, we should mention Yandex.Music is increasingly popular among Kazakhstani audiences for listening to music tracks. Its growing success is tied to Yandex's expanding influence in the region. Thanks to Yandex's well-developed ecosystem, users find it convenient to rely on a single platform offering a range of services, including search, maps, music, cinema, and more. Advertising on Yandex.Music is launched via Yandex.Direct.
Key Insights
Radio remains one of the most effective media channels in Kazakhstan, continuing to serve as a key way to reach a broad audience. People listen to it at home, in their cars, or at work, making it a significant medium even in the digital age. At the same time, podcasts are rapidly gaining popularity. They provide a format where meaningful topics can be discussed, experiences shared, or listeners entertained. Their cross-platform availability and loyal audiences make podcasts an ideal platform for integrated and native advertising.
Combining radio and podcasts enables advertisers to tailor strategies for different linguistic and age groups in the region, significantly enhancing the effectiveness of advertising campaigns. The key factor remains to choose the right strategy based on the advertised product's features, audience characteristics, and platform specifics.
RMAA has extensive expertise in audience analysis, creative solution development, and audio advertising campaign execution across Russia and the CIS. If you need professional support, our managers are ready to assist. To get in touch, please fill out the contact form in the Contact Us section.
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About the Author
Resident Author at RMAA Blog. Polina shares insights and expertise on the latest trends in the Russian-speaking marketing landscape.
Polina Nesterova
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