Why Does a Mega-Influencer Need Their Own TV Channel?

When you have over a million subscribers on YouTube with active viewership and successfully monetize your content simply by joining the partner program, the numerous additional tools for channel income may seem to exhaust all possibilities. But is this really the case?

Media Consumption Trends

The war has introduced a trend toward a decline in the digital audience in our country. According to the research company DataReportal, the number of internet users decreased by 5.8 million people (-16.8%) between 2022 and 2023.

At the same time, traditional television retains a significant audience that does not fully migrate to digital platforms. For instance, in 2022, the share of TV households decreased to 75% due to the full-scale invasion, but by the following year, it had reached 87%, surpassing the pre-war level (85% in 2021).

Considering this year's increase in internet service costs, driven by changes in tax legislation, part of the viewing audience is likely to shift toward traditional television.

Social uncertainty in Ukraine, caused by ongoing warfare and expected to persist for years, hinders population return.
The probability of increasing the audience through population growth remains low.

Reaching New Audiences and Additional Monetization

An alternative way to grow the audience is to attract new viewers.

While traditional television maintains its core audience, it also holds a share that does not overlap with the digital one: older people who traditionally avoid digital content. According to Ukraine's Demographic Development Strategy for the period up to 2040, such individuals made up 22% of Ukraine's population in 2024  (compared to 12% in 1991), proportionally increasing their representation among viewers.

Given that the cost per ad impression on classic television is significantly higher, parallel content distribution on TV can be an effective path for additional monetization.

Rapid Channel Launch and Revenue Growth

The COSMO|Playout service enables a full-fledged TV channel to be launched from scratch in a short time, delivering high-quality signals to any platform in the required format, including international live broadcasts with millions of viewers.

The platform allows secure storage and comprehensive content management and provides the most effective solutions for monetizing content today.

It also supports creating localized versions of TV channels integrated with advertising agencies in different countries. The system adapts signals to platform and regional requirements (age ratings, subtitles, audio tracks, etc.), offering opportunities for rapid revenue growth through international broadcasts.

COSMO|Playout becomes an indispensable tool for our clients, enabling easy content management and unlocking its potential for both digital and offline audiences in Ukraine and abroad, ensuring audience growth and content monetization.

The Sources:

DataReportal

A study 2023 by the industry association "Industrial Television Committee" and the Kyiv International Institute of Sociology titled "Television Audience of Ukraine"

Ukraine's Demographic Development Strategy for the period up to 2040