Significant shifts in the popularity of channels and content types have been highlighted in a new media consumption survey among Ukrainians, conducted by Gradus Research in October 2024. The survey paid special attention to digital and traditional channels, consumption duration, and other specifics of entertainment content, which currently takes the lead. The methodology was developed with input from independent media auditor Kwendi, Suspilne, and OMD Optimum Media Ukraine.
News content has given way to entertainment as the leading category for Ukrainians. Fictional films and TV series, chosen by 79% of respondents, now dominate. They are followed by news and socio-political programs (68%) and music programs (63%). These shifts reflect changes in public sentiment in the third year of the full-scale war in Ukraine: people are less optimistic about a quick end to the conflict, fatigue from news is accumulating, and real-time event tracking has declined.
Telegram and other messaging apps are the primary channels for news consumption, used by 75% of respondents, followed by social networks like Facebook and Instagram (56%). Video platforms, including YouTube, also play a significant role (51%), indicating the popularity of multimedia news formats.
For entertainment, Ukrainians primarily turn to YouTube and similar video platforms, accounting for 63% of media consumption in this category. These platforms are especially popular among young audiences who actively engage with various digital video content types. Social networks and messaging apps also serve as key sources of entertainment content, consumed by 58% and 53% of respondents, respectively.
Despite restrictions on its use by government officials and military personnel on service devices, Telegram remains the top messaging app in Ukraine (90%). It is followed by Viber (77%) and Facebook Messenger (51%). The usage of these platforms has slightly decreased compared to March and October 2023. Meanwhile, WhatsApp’s share has grown from 21% to 30% over the past year.
Facebook, Instagram, and TikTok remain the most popular social networks. Overall, 72% of respondents used Facebook in the past week, and 61% used Instagram. These platforms are essential not only for news consumption but also for social interaction and self-expression.
Among streaming services, YouTube Music leads with 45% of respondents. Spotify follows in second place with 15%. Ukrainians increasingly listen to music or watch videos on these platforms, reflecting a gradual shift from traditional media to digital platforms.
“The growing popularity of streaming services and social networks as primary entertainment channels highlights the significant influence of global trends, especially among younger audiences. These changes indicate the formation of new content consumption habits, which are likely to have a long-term impact on the Ukrainian media landscape and shape its further development,” commented Evgeniya Blyznyuk, sociologist, CEO&Founder of Gradus Research.
The survey was conducted by Gradus Research using a mobile application where respondents filled out the questionnaire independently. The sample represents the urban population of cities with over 50,000 residents aged 18–60, structured by gender, age, city size, and region, excluding temporarily occupied territories and areas of active hostilities. Fieldwork period: October 25–27, 2024. Sample size: 1,050 respondents.
The full survey report is available on a commercial basis upon request at dn@gradus.app
Report Structure:
Table of content
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