{"id":221,"date":"2023-11-30T16:38:26","date_gmt":"2023-11-30T14:38:26","guid":{"rendered":"https:\/\/gradus.app\/?post_type=report&p=221"},"modified":"2026-07-27T14:08:59","modified_gmt":"2026-07-27T11:08:59","slug":"ukrainians-are-increasingly-choosing-consume-news-video-format-and-messengers-remain-top","status":"publish","type":"report","link":"https:\/\/gradus.app\/en\/report\/ukrainians-are-increasingly-choosing-consume-news-video-format-and-messengers-remain-top\/","title":{"rendered":"Ukrainians are increasingly choosing to consume news in video format"},"content":{"rendered":"
The media menus of Ukrainians, as well as their habits of searching for and viewing content, have been actively changing since the start of the full-scale war. A new wave of media consumption research in Ukraine, conducted by Gradus Research in October 2023, shows an increase in video news viewing and a stable primacy of messengers. The data are analyzed in dynamics, compared to the results of a similar survey in March 2023.<\/strong><\/div>\n
<\/div>\n

\"\"<\/p>\n

\n
\n

Messengers remain the most popular media for news consumption in Ukraine<\/span> (70%). <\/span><\/h3>\n
<\/div>\n
In addition, respondents increasingly prefer Youtube (56%), compared to March 2023 (50%). The importance of television as a news channel has also increased (42% vs. 38%). The fact that Ukrainians are increasingly choosing video content may indicate fatigue from reading news and the growing popularity of video blogs or news TV programs or talk shows. This can also be explained by the fact that at the beginning of the war, people preferred to receive the most up-to-date information that could be issued in a text format the fastest. Now, when the events are unfolding more moderately, people are ready to wait for more visual formats, such as video, rather than consume fast formats.<\/span><\/div>\n<\/div>\n
\n
<\/div>\n
As for the consumption of entertainment content, Youtube holds the lead – it is chosen by 65% of Ukrainians (in March, their share was 64%)<\/span>. It is followed by social networks (56%) and messengers (47%). Although online TV and online cinemas are not among the top three media channels chosen by Ukrainians, their popularity remains stable (22% in October, 20% in March 2023). This indicates a trend toward more and more digitalization of entertainment viewing. There have been no major changes in the consumption of entertainment content on TV (29% and 27% in March and October 2023, respectively).<\/span><\/div>\n
<\/div>\n<\/div>\n
\n
\n
“The second wave of the media consumption study primarily helped to identify which content consumption habits have already been established among Ukrainians since the beginning of the war. “Fast” media, which can be accessed from a smartphone, are increasingly used for both news and entertainment. In addition, interest in news video content on Youtube has grown significantly,” said Yevheniia Blyzniuk, sociologist, founder and CEO of Gradus Research.<\/span><\/div>\n<\/blockquote>\n
<\/div>\n<\/div>\n
\n

Content and structure of the study<\/span><\/h3>\n
<\/div>\n