Research: Ukrainian Internet trends in 2024

“The first thing you need to understand about any market is its size, the number of potential consumers. We no longer see such a significant outflow of population as we did in 2022-23. Currently, there are 30.4 million people in Ukraine, of which 17.9 million are Internet users and potential audiences for online advertising and online businesses,” the authors emphasize in the study.

The Ukrainian audience abroad is growing, albeit at a much slower pace than in the previous two years. In total, as of May 2024, there were 4.2 million Ukrainian Internet users abroad (excluding children).

“Brands should not forget that there are Ukrainians abroad who did not leave of their own free will or because of a good life. And they need to communicate with them, build relationships in order to interact with them either now or in the future,” emphasizes the CEO of newage. Oleksandr Rolsky. 

Digital habits of Ukrainians

According to analysts, a Ukrainian spends an average of 11.4 hours a day online, and has 3.8 devices for this purpose: smartphones, computers, tablets, SmartTV and other smart devices.

Of this time, 2.5 hours are spent watching videos on Youtube and another 1.6 hours watching other streaming videos (movies, TV content, etc.). 

Watching the news remains an important digital habit for Ukrainians. In a study in 2022, the authors recorded a surge in traffic to news sites, and in 2023 they found evidence that 98% of Ukrainians read news every day. This year, citing a USAID survey, newage. analysts state that interest in news remains high among the Ukrainian audience, and researchers call social media (which includes Telegram) the main source of news. But traditional media also retain influence on certain audiences.