Trends in media consumption in Ukraine in the wartime
Authors:   Kyiv National Economic University, Holitsyn Andrii , Frolova Valeriia ,   Kyiv National Economic University
Published: May 2023

The aim of the article is investigating and analysing current trends in changes and development of media consumption caused by Russia's aggression against Ukraine, identifying its main problematic aspects and prospects. Analyses results. The article is underlining the basic trends of media consumption in Ukraine during the war and compares them with the pre-war period, i.e., the way in which people interact with different forms of media, such as television, the Internet, print publications and radio. Understanding these trends is important for media companies, advertisers, and policymakers, as it can help to fulfil decisions about content creation and distribution, as well as advertising strategies. Recent years have seen a shift in media consumption habits, with more and more people turning to digital platforms for news and entertainment. The emergence of streaming services, social networks and mobile devices has significantly affected traditional media consumption models. This has led to the decline of traditional forms of media such as newspapers and television and the rise of online news sources and video streaming platforms. In Ukraine, television is the most popular form of media. According to polls, in 2020, more than 80% of the population watches TV every day. The Internet is also becoming increasingly popular, with over 60% of the population using it regularly. The use of print media, such as newspapers and magazines, is declining. It is worth noting that media consumption habits may vary by region, age, and other factors, so the data may not be representative of all groups in Ukraine. Ukraine is witnessing an increase in Internet consumption and the use of social media. Online television and video services, as well as messengers and mobile applications, are also popular. Local information resources and media are also widely favored in Ukraine. In the future, audience measurement will increasingly move towards a more holistic model in line with the fragmented and growing system of audiovisual components, technologies and services that work together to create audiovisual experiences for users. The main purpose of using all types of information sources is to receive news about the situation in Ukraine. Thus, from 72 to 82% indicated this purpose for the top sources. Conventionally (because they are intertwined with other content and news), international news is in second place (47% overall), and local news (from their city or village - 35% overall) is in third place. Only in 15.5% of cases, the respondents' goal was to be entertained or distracted. However, the war has resulted in restrictions on the free flow of information, primarily through hostile and false web resources, telegram and other channels, censorship and propaganda. This means that people have limited access to diverse and independent news sources, which affects the quality and reliability of the information they receive. To some extent, this protects against the negative informational impact of unacceptable realistic information. In addition, in times of war, the government restricts access to certain hostile types of media, such as social media, to control the narrative and prevent the spread of information that could be harmful to national interests. Conclusions and directions for further research. War has a significant impact on media consumption, both in terms of the content consumed and the way it is consumed. During the war, Ukrainians increasingly turn to news sources for information about the situation at the front and the course of events. This leads to an increase in media consumption related to news content and channels such as television news programs, news websites and radio news broadcasts, social media (Telegram channels, YouTube channels, etc.). Also, in the areas where the fighting is ongoing, people have limited access to any form of media due to the lack of infrastructure, security and displacement issues. In general, the war has had a very significant impact on media consumption, both in terms of the content consumed and the way it is consumed, and has led to restrictions on access to diverse and independent news sources, censorship, and propaganda. The change in content and consumption vector has led to changes in preferences and consumer preferences. Therefore, it is important to further observe and study media consumption trends.