Media Consumption Habits in Ukraine in 2024

Ukrainian media consumption in 2024 was marked by fragmentation and attention fatigue. With high media clutter across all platforms, the key challenge for brands became not reaching, but holding the audience’s attention. Consumers increasingly multitask across screens, splitting their focus between platforms and content types.

Digital remains the dominant medium. Daily internet use remained consistently high - internet penetration reached 87% in Ukraine (18–64 y.o). Short-form video, YouTube, Insta Reels, and TikTok drive daily engagement across age groups.

Television’s role continues to decline in daily audience share. While the number of daily viewers is shrinking, interest in TV content - especially shows and serials - remains strong. New season premieres consistently generate spikes in viewership. Much of this content migrates to YouTube, where audiences seek flexibility and on-demand access. TV remains a major medium in Ukraine, but its relevance as a day-to-day touchpoint is gradually eroding.

No single platform dominates across all groups. Younger audiences (18–29) prefer short, mobile-native formats, while older viewers maintain more traditional TV and radio habits. Media behavior has become more fluid and less routine, with overlapping content journeys across platforms.

In a market shaped by war, fragmentation, and competition, relevance belongs to those who act fast, plan smart, and understand their audience deeply.