The media market in 2022, Ukraine

2022 in Ukraine marked the 8th year of the country's struggle against Russian aggression and the first year of full-scale war in the heart of Europe.

The media market in Ukraine suffered considerably, with an estimated decline of 55%. Television was hit the hardest (-82%), while digital experienced the smallest decrease (-40%), resulting in a shift in market roles. Television, which had always been a strong recipient of investments, lost more from its position compared to digital in 2022. We expect a partial recovery of the market in 2023 (up to 40%), including an increase in television's share, but digital is likely to continue leading. 

In 2022, the Ukrainian media market faced significant inventory reduction across all channels. During the summer of 2022, there was a significant restructuring in the television market, leading to the termination of Media Group Ukraine. This resulted in the disappearance of several top channels, including the long-standing leader, Channel Ukraine. Additionally, one of the OTT providers also ceased to exist. The disappearance of a big player reduced TV inventory and led to the formation of a de facto monopoly by Premium TV sales house, which currently holds about 85% of the market, negatively affecting pricing.

The rejection of Russian content, which used to receive considerable attention from Ukrainians and the threat of direct financing from the aggressor led to strict content moderation in the Internet market. There was a transition from blacklists to placement on whitelists. This significantly reduced available ad spaces without reputational risks for brands. Furthermore, an increase in contact frequency and CPM inflation were observed.

The OOH inventory decreased by approximately 16% due to the physical occupation of certain territories and the destruction of media carriers during missile attacks.

There were also significant changes among advertisers. Many global advertisers suspended or reduced their activities. The placement itself was strongly influenced by whether the advertiser terminated partnerships with the aggressor. Consequently, the share of FMCG companies on TV significantly decreased, while the Pharma sector grew, reaching 75%. However, this indicator is gradually decreasing now.