How Brands Can Use Uzbek Radio and Podcasts to Reach Their Audience

Radio in Uzbekistan is the least popular segment of the country's media landscape. Over the past eight years, the number of radio stations has decreased by 25%, dropping from 35 to 29.

However, the industry is still evolving. Last year, radio listenership in Uzbekistan increased by 10%. According to a survey, 20% of the population tuned in at least 2-3 times a week, 52% listened once a week, and 30% did so daily.

Overall, all radio stations combined can reach up to 63% of the population monthly. Moreover, radio attracts a wealthier audience, as it is particularly popular among car owners.

 

 

Podcasts are another audio format that is growing in popularity alongside traditional radio. However, they are most commonly released as video versions on YouTube, where hosts and guest speakers discuss various topics in a studio setting.

In this article, we will take a closer look at the audio media market in Uzbekistan, explore the key advertisers, and highlight the most popular radio stations and podcasts in the country.

Key Advertisers and Radio Advertising Formats in Uzbekistan 

As of 2023, the total media market volume in Uzbekistan reached 1.225 trillion UZS, with radio accounting for 3% of this share. Forecasts for 2024 predicted 27% media market growth, bringing the total to 1.55 trillion UZS. Radio was expected to grow by 15% compared to 2023, increasing its market size by approximately 39 billion UZS. In 2025, radio's share in the media mix remains steady at 3%.

As we can see, radio continues to stabilize its position while showing steady growth compared to previous years. For advertisers, it remains a reliable and consistent channel to attract their target audience.

The key radio advertisers in Uzbekistan come from sectors such as automotive, FMCG, telecommunications, entertainment, and services. Last year, the top categories included pharmaceuticals (STADA AG) and banking services (Davrbank and Roodell). Additionally, with the rise of online platforms like Uzum, advertising in e-commerce also saw an increase.

 

 

It is worth noting the effective delivery of advertising messages on Uzbekistan's radio market. All audio ads are broadcast exclusively in Uzbek with a sufficient frequency of repetition to enhance memorability.

Regarding language policy, Article 6 of the Law "On Advertising" of the Republic of Uzbekistan states that advertising must be disseminated in the state language (Uzbek). Translations into other languages are permitted under specific conditions, such as placing translations below the main text, using a smaller font size, or duplicating audio content in another language within the same ad.

In 2025, advertisers in Uzbekistan can place radio ads in various formats:

• Audio commercials – short promotional messages aired during broadcasts.

• Sponsorship integrations – brand or product mentions within programs.

• Advertising blocks – series of announcements scheduled for specific time slots.

• Promotional campaigns – contests, games, and special events that encourage listener engagement, often linked to product purchases.

At the same time, legislation sets certain restrictions: the total advertising duration must not exceed 20% of airtime per hour and 15% per day. Additionally, advertisements for medications and dietary supplements on radio and TV are allowed only with approval from the Ministry of Health.

TOP 10 Radio Stations in Uzbekistan

The population of Uzbekistan most often listens to the radio in their cars, which is why the top-ranked stations are those featuring music and news content. The leader in listenership share in Tashkent and the Tashkent region is the Russian music station "Avtoradio", capturing 22% to 30% of the total audience.

It broadcasts on 102.0 MHz under the name Avtoradio Hamroh, with Russian as the primary language.

 

 

 

 

 

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The second format consists of long-form episodes lasting 2–3 hours, featuring less public but equally fascinating guests, such as doctors, politicians, book publishers, and religious figures. Despite the serious topics, the discussions remain engaging and dynamic. The channel has published over 1,400 videos, accumulating more than 24 million views.

Audience: Primarily young people and young adults who follow trends, actively consume content, and are open to new brands.

Advertising options: Sponsorship integrations and native mentions by the hosts.

YANA TV

This Uzbek-language podcast stands out for its format and audience. Hosted by actress and stand-up comedian Indira Miftakhova, the show gathers well-known guests—from experts to celebrities—to discuss topics important to women. The format resembles a friendly gathering, where conversations flow naturally yet address serious issues such as women's rights, personal boundaries, career, and self-development.

 

 

The podcast has grown to 283,000 subscribers on YouTube and 175,000 followers on Instagram, ensuring a stable and engaged viewer base. The show’s format allows for seamless ad integrations, making it especially attractive for brands targeting a female audience—including cosmetics, fashion, education, and wellness products. Its thematic focus also makes it a strong platform for social initiatives.

Bu Podcast

Another popular Uzbek-language project with 52,000 subscribers and 8.2 million views. The creators focus on a lively, energetic atmosphere, inviting a diverse range of guests, including influencers, actors, athletes, coaches, KOLs and even traders.

The podcast covers a wide range of topics, from lighthearted entertainment to serious discussions on issues such as cyber fraud, polygamy, the development of Uzbek sports, and challenges in anime translation. The project is also active on social media, boasting 106,000 followers on Instagram and 45,000 on TikTok.

 

@bu.podcast Surhandaryoliklarga salom! #bupodcast #model #styuardessa #baxt #pul #maqsad #recommendations #trend #rec #uzbek #uzbekistan #tashkent ♬ original sound - Bu Podcast

 

Main audience: Engaged young people who stay updated on current events and enjoy informal content. Advertising options: Brand integrations and sponsorship placements.

ZBS Podcast 

A Russian-language podcast produced by Premium Stuff, a production center specializing in modern music and album releases. The show focuses on the entertainment industry, featuring musicians, TikTokers, comedians, and athletes as frequent guests.

The project blends entertainment with personal stories, covering current news, social issues, and industry trends. A unique feature is the weekly roundup of major events, analyzed in a hip-hop style.The channel has 28,500 subscribers on YouTube and 53,800 followers on Instagram.

 

 

 

 

 

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Content style: Light, entertaining, and humorous, best suited for brands targeting a young audience interested in lifestyle, fashion, music, and digital products.

Sigma Podcast 

This podcast stands out for its intellectual focus. An Uzbek-language show, it explores scientific and social topics, with hosts engaging in conversations with experts in science, technology, architecture, and even cinema. It is created by the team behind "Technoplov", a project dedicated to science-focused content. Sigma Podcast has 20,300 subscribers on YouTube, with total views reaching 676,400. The show also has 17,500 followers on Instagram and 2,372 subscribers on Telegram.

 

 

This podcast is a great choice for brands looking to reach an educated and intellectually curious audience. It offers strong potential for promoting specialized or high-tech products, from educational courses to advanced technological solutions.

Let’s Summarize

Overall, radio in Uzbekistan remains a relevant media channel with a stable audience, despite a decline in the number of stations. Investments in radio advertising maintain a consistent share of the total media market, while podcasts are gradually becoming a popular content format.

If you're considering radio or podcasts as part of your marketing strategy, we can help you identify the best formats and platforms for placement in Uzbekistan or across the CIS. Our team will guide you on how to maximize the effectiveness of audio advertising, taking into account market specifics and selecting solutions that truly work.

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