Mediatrack 2025: Media Consumption in Ukraine

The latest Mediatrack 2025 study by Suspilne Ukraine (CAWI, n=4,500, ages 18–70) shows:

• 91% consume content via smartphones
• 75% get news through messengers
• 60% via social media
• 54% regularly use video platforms
• only 17% rely on traditional TV as a primary channel

Сontent is no longer scarce. Distribution is.

Audiences no longer search for content. It has to reach them where they already are: Telegram, social platforms, video ecosystems, and primary YouTube.

What’s really changing?

Smartphones have become the dominant screen.

TV isn’t disappearing - 63% still watch it weekly, but increasingly through digital channels.

Messengers are now the #1 news channel, especially for younger audiences (18–24), who no longer engage with scheduled news or visit the website directly.

News is part of the feed, mixed with entertainment and other content. 

At the same time, entertainment is growing, putting news in direct competition for attention.

Video is now the default language. Short-form is the standard.

So what actually matters now?

Not content alone.

✔ Distribution

✔ Speed

✔ Presence across platforms

The winners are those who can deliver content faster and more reliably everywhere their audience already is.

AI is reshaping the media landscape and how people access information.

Users increasingly expect summarized, structured, instant answers without visiting sources.

Which means fewer direct touchpoints between audiences and media brands.

Key takeaways

Media is now more about making sure it reaches the audience at the right time, on the right platform, in the right format.

And in this reality, infrastructure is a strategic advantage.