Trust in regional media is rising, and young people are reading the news in English. Media consumption in 2025

02/ 12/ 2025

On 28 November, within the European Business Association’s Marketing and Communications Committee, an online presentation was held to unveil the results of the nationwide study “Ukrainian Media: News Consumption and Trust in 2025”, conducted by Internews Ukraine. The Internews Ukraine team presented the key findings from both the quantitative and qualitative stages of the research and answered participants’ questions. The study is regular and representative: it includes a large-scale field survey, as well as in-depth interviews and focus groups with members of vulnerable social groups: internally displaced persons, military personnel, residents of frontline villages, and Ukrainians currently living abroad. Key findings of the quantitative stage Over the past decade, Ukrainians’ media activity has been steadily increasing. The smartphone remains the main source of access to information, followed by television. At the same time, social media platforms are the primary channel for receiving news. Television has slightly strengthened its position over the past year, yet overall, the internet continues to significantly displace TV at the national level. At the regional level, however, the picture differs — print media play an important role, particularly in frontline communities, where local outlets often serve as the only accessible source of information. Notably, 26% of respondents consume news in foreign languages (excluding Russian). Among young people aged 26–35, the share of those who read the news in English reaches 40%. Among the news websites most frequently chosen by Ukrainians are Ukrainska Pravda, TSN, and Suspilne. The presentation also included data on viewing trends and trust in the United News TV marathon. The study also assessed Ukrainians’ attitudes towards potential regulation or restrictions on social media. Thirty per cent of respondents would support a ban or limitation of certain platforms, with Telegram and TikTok cited most often. Among the most popular bloggers watched or followed by Ukrainians on social media are Serhii Sternenko, Ihor Lachenkov (Lachen), and Serhiy Prytula. Key insights from the qualitative stage Internally displaced persons actively follow news from their home towns and villages, placing the greatest trust in local Telegram channels. Residents of frontline villages face difficulties accessing news, while their information consumption increases due to the need to monitor the security situation and track the movement of Russian forces. Military personnel dedicate up to one hour per day to news consumption and generally take a critical view of traditional media content. Ukrainians living abroad continue to rely primarily on Ukrainian media resources as their main source of news. The European Business Association expresses its gratitude to the Internews Ukraine team for their socially important work and cooperation, and to all participants for joining the discussion. You can view the full presentation of the study results via the link provided.

On 28 November, within the European Business Association’s Marketing and Communications Committee, an online presentation was held to unveil the results of the nationwide study “Ukrainian Media: News Consumption and Trust in 2025”, conducted by Internews Ukraine. The Internews Ukraine team presented the key findings from both the quantitative and qualitative stages of the research and answered participants’ questions.

The study is regular and representative: it includes a large-scale field survey, as well as in-depth interviews and focus groups with members of vulnerable social groups: internally displaced persons, military personnel, residents of frontline villages, and Ukrainians currently living abroad.

Key findings of the quantitative stage

Over the past decade, Ukrainians’ media activity has been steadily increasing. The smartphone remains the main source of access to information, followed by television. At the same time, social media platforms are the primary channel for receiving news.

Television has slightly strengthened its position over the past year, yet overall, the internet continues to significantly displace TV at the national level. At the regional level, however, the picture differs — print media play an important role, particularly in frontline communities, where local outlets often serve as the only accessible source of information.

Notably, 26% of respondents consume news in foreign languages (excluding Russian). Among young people aged 26–35, the share of those who read the news in English reaches 40%.

Among the news websites most frequently chosen by Ukrainians are Ukrainska Pravda, TSN, and Suspilne. The presentation also included data on viewing trends and trust in the United News TV marathon.

The study also assessed Ukrainians’ attitudes towards potential regulation or restrictions on social media. Thirty per cent of respondents would support a ban or limitation of certain platforms, with Telegram and TikTok cited most often.

Among the most popular bloggers watched or followed by Ukrainians on social media are Serhii Sternenko, Ihor Lachenkov (Lachen), and Serhiy Prytula.

Key insights from the qualitative stage

Internally displaced persons actively follow news from their home towns and villages, placing the greatest trust in local Telegram channels.
Residents of frontline villages face difficulties accessing news, while their information consumption increases due to the need to monitor the security situation and track the movement of Russian forces.
Military personnel dedicate up to one hour per day to news consumption and generally take a critical view of traditional media content.
Ukrainians living abroad continue to rely primarily on Ukrainian media resources as their main source of news.

The European Business Association expresses its gratitude to the Internews Ukraine team for their socially important work and cooperation, and to all participants for joining the discussion.

You can view the full presentation of the study results via the link provided.