Over the past few years, the profession of television host has undergone a significant transformation. Previously, the job was largely limited to on-air appearances, filming schedules, and interviews, with income primarily generated through contracts with television networks.
Today, however, the role of TV hosts has expanded considerably. They now develop their own media projects, participate in advertising and commercial initiatives, and create original content. Their income depends not only on airtime but also on brand recognition, audience size, and the number of advertising integrations. As a result, a TV host’s earnings are now formed through several revenue streams.
At the same time, only a limited number of professionals — the key faces of national television networks — manage to reach the highest income levels.
The Battle for Faces
In Georgia, television continues to play a major role in the media market. According to Transparency International Georgia, in 2023 advertising revenues of television channels increased by 18.6%, reaching approximately $32.3 million.
Research also shows that national TV channels continue to reach around two-thirds of the adult population, maintaining a high concentration of viewers during prime time. At the same time, the incomes of top-tier presenters are rising. This is largely explained by increased competition among broadcasters for recognizable television personalities.
Georgian TV Stars
According to market estimates, the average TV host in Georgia earns approximately $350–750 per month, depending on experience and format. However, presenters of flagship programs on the country’s leading channels — especially those working in prime time and enjoying high public recognition — can earn around $4,000–5,000 per month.
There are no public rankings of TV host salaries in Georgia. Market experts note that the highest-paid segment includes presenters of flagship news and socio-political programs on national channels. Among them are influential journalist Inga Grigolia, daytime show host Gvantsa Daraselia, and Natia Lazashvili.
Ukraine and a New Market Model
A different scenario has unfolded in Ukraine. There, entertainment-format hosts were among the first to build personal brands and develop as independent media personalities — significantly increasing their income as a result.
Among the highest-paid TV hosts in the country is Lesia Nikitiuk. According to market experts, her television salary is estimated at $26,000 per month or more. In addition, she runs her own social media platforms and online shows, where her peak annual earnings in certain periods reportedly reached $147,000.
The same top tier also includes well-known TV host Yulia Kokhanova, who has built a strong position in the interview and show-business segment. While the average monthly income of TV hosts in Ukraine, according to job market aggregators, is around $550–830, the combined monthly income of hosts at her level reaches $20,000–25,000, placing her in the upper segment of the Ukrainian television market.
Another prominent TV personality is Masha Efrosinina, whose projects focus on lifestyle and social topics. In addition to her active media work, she has a source of passive income through investments in securities. Event organizers and agencies estimate her appearance fee for major events at approximately $10,000 per evening.
Kazakhstan and Other CIS Markets
In Kazakhstan, the salary situation differs significantly. According to Qazaqstan Media, 59% of media workers earn below the national average wage. Market estimates suggest that TV host salaries start at around $600 per month. Even top presenters on a single channel may earn a maximum of $2,000–3,000 per month.
At the same time, many hosts supplement their income through advertising in blogs and various brand integrations, which can substantially increase their total earnings.
Among the most recognizable TV personalities in Kazakhstan are Aigul Mukey, Madina Balgabayeva, and Maya Bekbayeva.
The Salary Growth Trend
Although salary data for TV hosts often remains undisclosed, the overall dynamics of the television market indicate steady income growth in the profession. For example, in the United States — a mature television content market — data from RTDNA/Newhouse School shows that salaries in the local TV news segment increased by 3.2% in 2024.
Industry labor market research also shows that on-screen roles in television news, including anchors and hosts, remain among the highest-paid positions within broadcast journalism.
A Multi-Component Profession
As a result, the profession of TV host in Georgia, Ukraine, and Kazakhstan has moved far beyond the traditional boundaries of television. Today it is a multi-component career. Income growth in the sector is driven less by higher television contracts and more by the changing role of the host in the media ecosystem.
In an environment of intense competition, key success factors now include brand recognition, audience trust, the ability to operate beyond the screen, and the capacity to produce and develop original content. These elements increasingly determine both income levels and a host’s position within the industry.
