Media Consumption Habits in Ukraine in 2023

The full-scale war has significantly altered Ukrainians' media consumption habits. Forced displacement has driven up the use of mobile-oriented channels like messengers and social media. This trend persists in 2023.

Telegram, which surpassed Viber in popularity in 2022, now boasts a penetration rate of 93% (ages 18-60). However, unlike in 2022, time spent on Telegram has decreased as Ukrainians consume news less frequently. TikTok continues its growth trajectory, with a third of the population regularly using it in 2023, and further growth is anticipated in 2024.

As digital channels gain traction, linear TV consumption declines, with an average 12% drop in TV viewership (Nielsen Ukraine, 4+). This decline can be attributed to several factors:

Power disruptions due to Russian shelling

Shortage of quality TV content: The war has made content creation extremely challenging

News marathons on popular channels: Many popular channels have switched to continuous news marathons from the front, limiting viewers' program choices

In contrast to linear TV, IPTV/OTT reception is on the rise, with 34% of households having access in 2023 (a 5 percentage point increase compared to 2022).

Overall, we observe an unwavering and sharp surge in the digitalization of the population. As a result, digital channels are becoming the cornerstone of media strategy, while traditional media are transitioning into a supporting role.

We will continue to work towards our victory and thank you for #StandWithUkraine.