Half a Million Viewers for Freedom Media: Why Audiences Choose Original Content

Kazakh TV series, supernatural thrillers and local dramas have become the main growth drivers for Freedom Media. The platform has already surpassed 500,000 user registrations, while 77% of all views come from Kazakh content. The strongest audience interest is focused on Freedom Media Originals projects — from crime dramas to horror and social series. Here is why Freedom Media is often compared to Amazon Prime Video.

Half a Million Viewers

Freedom Media is a streaming platform operating within the ecosystem of Freedom Holding Corp. The video service recently surpassed 500,000 new user registrations. According to the company’s internal analytics, Kazakh content now accounts for 77% of all views.

The greatest audience interest is generated by the Freedom Media Originals lineup, including the series “MÚNAI”, “On the Edge”, “Kazakh Scary Tales”, “ADASQAN”, and “Ulzhan”. In addition, the platform offers users more than 5,000 movies and TV series, over 100 TV channels, sports broadcasts, content for kids, and original productions.

At the end of 2025, the company reported capital expenditures of $9.2 million for Freedom Media. Total investment into the platform over five years is estimated at $54 million. The company expects the platform to reach profitability starting in 2027.

Kazakhstan’s Version of Amazon Prime Video

The creators and team behind the service compare Freedom Media to Amazon Prime Video — a part of a broader ecosystem of interconnected services. The primary user acquisition channel has become the Freedom SuperApp, with around 90% of users consuming video content through the app itself.

This reflects Freedom Holding’s broader strategy of building a unified platform where clients can access banking, investment, insurance, and lifestyle services through a single interface. Through TV series, sports broadcasts, and exclusive content, the company increases user engagement, after which audiences transition to other ecosystem services, including banking products, travel services, shopping, and ticket purchases.

SuperApp as a Unified Ecosystem

The number of Freedom SuperApp users exceeded 5 million in early 2026. The corporation plans to reach 8 million users in the near future. The total number of ecosystem clients, including partner services, has surpassed 11 million.

Freedom SuperApp combines:

• Freedom Broker — access to U.S., European, and Asian stock markets;
• Freedom Bank — deposits, loans, and digital mortgages;
• Freedom Travel — hotel, railway, and flight booking services;
• Freedom Life and Freedom Insurance — insurance products;
• Freedom Telecom — telecom operator services;
• Lifestyle services, including online supermarket Arbuz.kz, ticketing platform Freedom Ticketon, social network Lenta, and other services;
• Freedom Pay — payment services;
• Freedom Media — a streaming platform with original content.

Fintech as the Core of the Ecosystem

Over the past several years, Freedom Holding Corp. has transformed from a brokerage company into an international digital ecosystem. In 2008, Freedom began providing retail clients with access to the U.S. stock market. Following its NASDAQ listing in 2019, the holding accelerated its international expansion and business diversification.

The ecosystem model reduces customer acquisition costs — in Freedom Holding’s case, costs declined by 30%. In addition, the ecosystem approach increases customer lifetime value within the platform.

SuperApp users are increasingly adopting additional services within the ecosystem. According to Freedom Holding founder and CEO Timur Turlov, competition in the fintech market is gradually shifting away from standalone banks toward ecosystems that combine financial and everyday services.

Expansion of Lifestyle Services

One of the fastest-growing segments is Freedom Travel. According to the company, by the end of 2025, nearly every fifth airline ticket in Kazakhstan was sold through the Freedom ecosystem. In 2026, the company plans to launch an international hotel booking platform with access to 3.5 million accommodation properties worldwide.

Freedom is also expanding its delivery and e-commerce services. Following the acquisition of Arbuz, the company strengthened its position in the online grocery delivery segment and continues to scale this direction across Kazakhstan.

The ecosystem also includes Freedom Ticketon, which remains Kazakhstan’s largest event ticketing platform.

Another standalone project is the social platform Freedom Lenta, where users earn cashback for activity. The company is developing Lenta as an internal social-commerce environment that combines content, communications, shopping, and loyalty programs within the Freedom SuperApp ecosystem.

Beyond Kazakhstan

Freedom Holding has previously announced plans to expand SuperApp internationally. Today, Freedom operates in more than 20 countries, including Kazakhstan, the United States, Europe, Central Asia, the Caucasus, and the Middle East.

The company plans to export its Kazakhstan-developed business model to these international markets. This strategy is already being implemented in Turkey. In 2025, the holding received approval to launch the brokerage company Freedom Yatırım Menkul Değerler, and in 2026 announced the acquisition of 99.32% of Turkish Bank A.Ş. shares.