YouTube and TikTok continue to strengthen their positions in the media market, gradually displacing traditional television. In the first half of the year, viewing of digital video content on these platforms accounted for over 75% of the total time residents spent consuming video content.
On average, each user spent about 20 minutes per day on YouTube and 60 minutes on TikTok. Short videos and live streams account for the majority of views, while long-form videos take up only 30% of total time. User activity peaks during evening prime time from 9 PM to 11 PM.
Considering social networks, online cinemas, and streaming platforms, traditional TV broadcasting retains an average of about 40 minutes.
Data analysis for Q1 2026 indicates a transformation of the online broadcasting market. Contrary to the strategic focus of most services on young audiences, viewers over 50 provide the largest share of content views.
The audience over 50 has become the main driver of growth in online content consumption, influencing the outflow of audience share from traditional TV channels. The economic potential of the 50+ segment is also becoming decisive for attracting investors and advertisers to develop digital platforms.
Forecasts for the advertising market in the new TV season show active growth in online advertising placement of +15% (76.2 million manats) and a decline in revenues for traditional TV channels of -40% (31.5 million manats).
The decline in the TV advertising market is a global trend driven by the massive outflow of viewers and advertisers to the digital segment. Advertisers increasingly choose the internet due to more precise targeting, direct targeting of the desired audience, and transparent analytics. Changing media consumption: viewers prefer on-demand (VOD) content, controlling viewing time and skipping ad blocks.
Despite digital platforms impacting TV channel revenues, traditional TV channels remain the main customers for the production of series, entertainment programs, and news.