The 2024 Ukrainian Media Consumption Survey, conducted by InMind for USAID/Internews, revealed key trends in news consumption, media trust, and social media use. The results were presented on November 7, 2024, reports “Mediamaker reports.
The main channels of information consumption
- Daily Internet use: increased to 90% (2015: 48%).
- Gadgets for information consumption:
- Smartphones: 90 %.
- TVs or Smart TVs: 37 %.
- Laptops: 26 %.
- Computers: 16 %.
- Tablets: 12 %.
News sources:
- Social media: 84% (40% receive news only from social networks).
- Websites: 30 % (usage decreased by 11 %).
- Television: 30 %.
- Radio: background content only.
- Press: minimal impact.
Trends among specific groups
- IDPs: consume news about their region of residence and home, use Telegram.
- Abroad: priority is Ukrainian news, and the main gadget is a smartphone.
- TOT: Telegram remains the main source, although it has lost popularity.
- Frontline territories: focus on local news via Telegram.
- Military: use mobile phones, consume news through commanders or Telegram.
Social networks: leaders and new trends
- Telegram holds the top spot for news and communication.
- Viber is popular for socializing, but it is not used much for news.
- Facebook is losing interest as a news source.
- YouTube remains a source of entertainment and bloggers’ opinions.
- TikTok is gaining popularity among middle-aged people because of the convenience of short videos.
- WhatsApp – growth in usage due to problems with Telegram.
Telegram:
- 51% believe that the state should not control the messenger.
- If Telegram is restricted, 52% will look for alternatives, and 31% will look for ways to circumvent the ban.
Trust in media and information sources
- The highest level of trust is in the General Staff and the Defense Ministry (63%, down from 80% in 2023).
- Social networks are trusted by 55%, and media by 47%.
- The greatest trust is in social media news, websites and television at the national level:
- Social networks: 55 %.
- Websites: 51 %.
- Television: 43 %.
Do Ukrainians know enough about the war?
- Only 53% believe that the media cover the war sufficiently.
- Trust in war-related materials has dropped to 51% (in 2023, it was 65%).
- Criticism from the military: lack of information about real losses and the situation at the front.
Attitudes towards Russian media
- 11% personally consume Russian media.
- The main reason is an attempt to understand the narratives about Ukraine.
- Of those interviewed who had encountered Russian narratives, most discussed them in private.
Fake news and disinformation
- 83% are aware of fakes, 72% are confident that they can recognize them.
- Popular disinformation narratives:
- Violation of the rights of the mobilized.
- The West is tired of supporting Ukraine.
- Mobilization affects only the poor.
News fatigue
- Fatigue increased to 47%.
- The reasons: fear of mobilization, monotony of news, lack of victories.
Using AI in the media
- 64% understand that the media can use AI.
- Only 16% believe that it will improve the quality of materials.
- The most frequently mentioned cases are ChatGPT, avatars, and voice assistants.
Are Ukrainians ready to pay for content?
- 20% are willing to pay for access to media, with the average price at 60 UAH/month.
- The main reason for not paying is the lack of a favorite publication.
The study shows significant dynamics in Ukrainian media consumption in 2024, including the dominance of social media as the main source of news. At the same time, there is news fatigue and criticism of the media for filtering information. The use of AI and subscription support may be the next steps for the development of the Ukrainian media field.
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