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Uzbekistan TV Market: Trends, Top Advertisers & Uzbek TV Channels
MEDIA BUYING
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Modern Uzbekistan remains true to its traditions and continues to watch television, considering it a trusted source of information. Currently, TV advertising reaches 92% of the population, exceeding the 87% audience share of digital channels.
In 2024, total investments in the country's media market amounted to 1.62 trillion UZS, with a significant portion allocated to television, including the National Television and Radio Company (NTRC). For 2025, NTRC received 881.3 billion UZS (approximately $68 million), marking a 58.5% increase compared to 2024 (555.9 billion UZS). The funds were primarily used for system modernization, including the purchase of a mobile TV station for football broadcasting (108 billion UZS) and the transition of channels to HD format (20 billion UZS). By 2027, NTRC's budget could exceed 1 trillion UZS.
Although Uzbekistan is a post-Soviet country, 80% of TV content is broadcast exclusively in Uzbek, including advertising campaigns from both local and international brands. In addition to language considerations, advertisers must also comply with strict advertising regulations. Promotional content must not exceed 20% of airtime per hour and 15% per day.
Overall, Uzbekistan's TV advertising market is expected to grow by another 25% in 2025. The main NTRC channels, such as Uzbekistan, Uzbekistan 24, Tashkent, Sport, Madaniyat va Ma’rifat, Dunyo Bo’ylab, Bolajon, Mahalla, and O’zbekiston Tarixi, remain the primary sources of news and information for the Uzbek population.
TV Viewership Metrics in Uzbekistan
As mentioned earlier, television remains a trusted source of information for the local population. According to a survey, 46% of respondents consider it reliable. 82% of Uzbekistan's residents watch TV at least once a month, while 63% tune in daily. Interestingly, individuals engaged in digital channels tend to spend more time watching television during the daytime. The average daily viewing time across all demographics is 4.5 hours.
When looking at daily reach, television engages up to 60% of the population, with variations based on age: children and teenagers – 46-48%, working-age population (25-49 years) – 48-52%, and older viewers – 61%.
Another important factor is the distribution of TV signal types and their audience reach. In regional areas, local TV remains dominant, covering 60.6% of the population. Other formats include cable TV – 14.1%, IPTV – 11%, satellite TV – 8.5%, and digital terrestrial TV – 4.9%. In Tashkent, where television advertising is more concentrated, the breakdown is different: local TV – 31.2%, cable TV – 28.9%, IPTV – 22.2%, satellite TV – 8.2%, and digital pay-TV – 9.5%.
These figures highlight television as the leading media channel for communication in Uzbekistan, particularly in smaller cities and rural areas.
Top TV Channels in Uzbekistan
The top 10 TV channels include Sevimli TV, Zo’r TV, My5, and Milliy TV. Their average monthly reach is relatively high, ranging from 73% to 84%, while average daily coverage varies between 15% and 28%.
Ranking of Popular TV Channels in Uzbekistan
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Sevimli TV
One of the leading TV channels designed for the whole family. It offers entertainment shows, educational programs, popular series, and feature films.
Sevimli TV is also expanding its presence in the digital space to reach a wider audience. The channel manages an Instagram account with 950K followers and a YouTube channel with 6.34 million subscribers, allowing viewers to watch its programs and content at their convenience.
ZO'R TV
A private TV channel in Uzbekistan, broadcasting primarily entertainment content in Full HD. Viewers can enjoy TV shows, local and international movies, series, and music videos.
The channel also adapts international shows. For example, in April 2024, it launched the music competition project "OVoz" for talented singers.
Alongside general entertainment content, the channel features sports broadcasts. In 2024, it acquired exclusive rights to air UEFA European Championship matches. The schedule also includes English Premier League games and matches featuring Uzbek footballer Abdukodir Khasanov.
For additional audience reach, the channel runs a Telegram account with over 487,000 subscribers.
Milliy TV
A private entertainment TV channel in Uzbekistan, broadcasting programs not only in Uzbek but also in Russian (30% of the airtime). Today, viewers primarily have access to local films and TV shows, following the 2020 decision by Milliy TV's founder to reduce foreign content, citing a commitment to fostering national cultural identity.
One of the most popular programs is the morning show "Shirchoy", with episodes available on the channel’s official YouTube account, which has over 4.7 million subscribers.
MY5 (Mening Yurtim 5)
Another popular TV channel in Uzbekistan, that appeals to both young and family audiences. Its name translates to "My Homeland", while the number 5 symbolizes a commitment to high-quality broadcasting. Most of its programming (around 70%) is in Uzbek, and approximately 30% in Russian.
The channel actively engages with viewers through social media. Its YouTube channe l with 1.7 million subscribers, is frequently updated with new program episodes and other videos.
Kinoteatr
Another channel rounding out the top five. Its name speaks for itself—here, viewers can enjoy movies and TV series exclusively.
The channel airs both modern premieres and classics, attracting audiences with diverse tastes. The lineup includes Russian films as well as international hits. It is available via cable, satellite, and digital TV.
In 2024–2025, Kinoteatr is updating its programming, introducing new formats and thematic blocks to keep viewers engaged.
Next
The TOP includes similar entertainment and music channels: FTV (6th place), Navo (8th place), and Yoshlar (9th place).
Ranked 7th in audience reach is the children’s channel "Aqlvoy", catering to kids aged 3 to 10 years. Its programming features both original projects and adapted international shows from major global studios like Disney and Universal.
Among its most popular programs are the educational show ‘Bilimdon’ and entertainment programs ‘Quvnoqvoy’ and ‘Sehrli Ingliz Tili’, which help children develop logical and creative thinking while learning English. The channel is available both on TV and online platforms, such as TV COM.
Closing the ranking is the news channel ‘Uzreport TV’, which, in addition to political and social events, broadcasts sports coverage and analytical programs.
When selecting the right TV channels for advertising, it’s essential to consider Uzbek viewers' genre preferences: TV series and feature films account for 52% of viewing time, entertainment programs make up 32%, music content takes 44%, and sports shows remain in demand, with 43% of viewers' time dedicated to them.
Major Advertisers on Uzbek TV
In 2024, the Uzbekistan TV advertising market reached an investment volume of approximately 1.026 trillion UZS, marking a 23% increase compared to the previous year.
The current TV broadcasting market structure is characterized by the presence of a monopoly seller and a growing number of channels selling ad space based on ratings. The average promo block duration is 12 minutes per hour.
Among the most active advertisers, industry giants such as IBT (Pepsi), Coca-Cola, and Uzum stand out.
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* WGRP (Weighted Gross Rating Points) is a metric that accounts for both the number of viewers who have seen an ad and the ad duration, recalculated to a 30-second equivalent.
Large advertising holdings, including OMD Group, WPP Group, and Publicis Group, also play a key role in the TV advertising market. The fintech segment is particularly notable, with payment platforms like Uzum significantly strengthening the presence of marketplaces, digital banks, and installment services.
Types of TV Advertising Purchases in Uzbekistan
Advertisers in Uzbekistan utilize several TV advertising formats:
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Direct purchase – Advertising placement directly through TV channels, allowing control over the timing and frequency of broadcasts.
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Sponsorship – Brand integration into programs through bumpers, logos, and mentions, increasing audience trust.
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Product placement – Subtle product integration into TV shows and series, creating natural advertising exposure.
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Programmatic buying – While more common in digital media, programmatic is emerging in Uzbekistani TV advertising. This method allows advertisers to use automated platforms for real-time slot purchases, optimizing placements based on audience data and improving campaign effectiveness.
Since early last year, demand has grown for lower-cost auction-based TV channels such as FTV, Renessans, and UzCabel. This led to price increases in February and a subsequent halt in sales until the end of the year, triggering changes in TV advertising policies. The summer of 2024 saw a decline in buying activity, with a total wGRP approximately 5% below planned levels. However, 2025 is expected to see rating improvements, compensating for the dip and ensuring full ad placement fulfillment.
Uzbekistan also has a tender-based system for ad purchases. In such cases, agencies or media companies bid by offering their terms and pricing for advertising placement. Platforms like BiCoTender regularly publish PR and marketing tenders, where an auction system for ad purchases became mandatory under Law No. ZRU-1005, adopted on November 27, 2024, and effective March 1, 2025. These measures aim to ensure transparent and competitive supplier selection, including in the advertising sector.
While the tender system is open to general participation, it is primarily used by government agencies and large private companies for advertising purchases. For most advertisers, direct contracts or specialized platforms remain the standard approach.
Let’s summarize
Television in Uzbekistan remains one of the key advertising channels, offering a large audience, high trust levels, and clear performance metrics. Despite the rise of digital and outdoor advertising, many major brands—both local and international—continue investing in TV, as it effectively reaches the mass market.
In recent years, new advertising formats have emerged, measurement technologies have become more precise, and regulations have tightened, making the market more transparent and predictable.
The RMAA team has deep expertise in the TV advertising market of Uzbekistan and the CIS, helping brands develop optimal advertising strategies. Whether integrating TV with digital tools or focusing solely on television, we analyze risks, and effectiveness, and tailor solutions that deliver results.
Leave a request here, and our manager will contact you to discuss details and launch your project.
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About the Author
Expert in Media Buying. Julia specializes in optimizing and executing strategic media placements across Russia & the CIS region.
Julia Korepanova
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