Entertainment Content Surpasses News; Messaging Apps and Streaming Platforms Maintain Dominance
How Media Consumption in Ukraine Evolved in 2024 – Insights from Gradus Research
A recent Gradus Research survey highlights notable shifts in Ukrainians’ media consumption preferences, revealing significant changes in the popularity of content types and platforms. Conducted in October 2024, the study focused on both digital and traditional channels, the time spent consuming content, and evolving preferences for entertainment media, which has overtaken news as the most consumed category. The research was designed in collaboration with Kwendi, an independent media auditor, along with input from Suspilne and OMD Optimum Media Ukraine.
Entertainment Content Overtakes News
Entertainment has surpassed news as the preferred media category for Ukrainians. Fictional films and TV series are now the top choice for 79% of respondents, followed by news and socio-political programs (68%) and music programs (63%). This shift reflects changes in public sentiment amid the ongoing war in Ukraine, with reduced optimism for a quick resolution, growing news fatigue, and a decline in real-time event tracking.
Messaging Apps Dominate News Consumption
Telegram and other messaging apps lead as primary news sources, used by 75% of respondents, followed by social networks like Facebook and Instagram (56%). Video platforms such as YouTube also play a key role, utilized by 51%, underscoring the popularity of multimedia news formats.
Video Platforms Reign in Entertainment Consumption
For entertainment, Ukrainians primarily rely on YouTube and similar video platforms, which account for 63% of content consumption in this category. These platforms are especially favored by younger audiences engaging with diverse digital video content. Social networks and messaging apps also play significant roles, with 58% and 53% of respondents, respectively, turning to these sources for entertainment.
Telegram Remains the Leading Messaging App
Despite government restrictions for certain groups, Telegram remains the most popular messaging platform, used by 90% of respondents. Viber (77%) and Facebook Messenger (51%) follow. While usage of these apps has slightly declined compared to 2023, WhatsApp has seen growth, increasing its user share from 21% to 30% over the past year.
Facebook, Instagram, and TikTok Lead Among Social Networks
Facebook (72%) and Instagram (61%) continue to dominate social media use, with TikTok rounding out the top three. These platforms are central to news consumption, social interaction, and self-expression for Ukrainian users.
Streaming Services Becoming a Daily Habit
Streaming platforms like YouTube Music (45%) and Spotify (15%) are increasingly popular for music and video consumption, reflecting a shift from traditional media to digital formats.
“The growing preference for streaming platforms and social networks as primary entertainment sources demonstrates the influence of global trends, particularly among younger users. These habits are shaping Ukraine’s media landscape and will have lasting effects,” said Evgeniya Blyznyuk, sociologist and CEO of Gradus Research.
About the Survey
The study was conducted via a mobile app where respondents independently completed the questionnaire. It surveyed a representative sample of the urban population in cities with over 50,000 residents, aged 18–60, excluding territories under occupation or active hostilities. The fieldwork was conducted from October 25–27, 2024, with 1,050 respondents.
The full survey report is available for purchase at dn@gradus.app.
Report Highlights:
- Media Content Preferences: Fictional films, news, and music programs
- Channels for News Consumption: Messaging apps, social media, and video platforms
- Entertainment Content Channels: Video platforms, social media, and messaging apps
- Device Usage: Trends by age and gender
- Social Network Engagement: Facebook, Instagram, and TikTok trends
- Streaming Services Adoption: Usage by age and region
- Media Usage Trends: Time spent on social media, video platforms, and online cinemas
- Ad-Blocking Services: Adoption rates and demographics
