In 2025, Ukrainian digital is no longer just a communication channel — it’s a way of life. We spend over 11 hours online every day: shopping, learning, watching videos, and listening to music. Digital habits have become second nature, and the smartphone — our main “window to the world.”

РAt the same time, a new layer of users is emerging — the premium audience, consciously paying for comfort, speed, and quality content. This signals to brands that the market has become more selective, and consumers are more demanding of the value they receive.

As part of newage.’s annual Digital Research, we examined how Ukrainians’ digital behavior has evolved — where they spend their time, what drives their choices, and how the online and offline worlds have finally merged.

Digital Habits: 11.5 Hours Online

Today, the online space has become where most of our daily life happens. Ukrainians spend over 11 hours in the digital environment every day — a 79% increase compared to the pre-war period. 

Users spend most of their time on smartphones — about 6 hours a day, plus 3.6 hours on Smart TVs — and also actively use laptops, tablets, and PCs.

Notably, growth has occurred across all device categories — even tablets, once seen as a “second screen,” have seen an 85% increase in usage time.

Online shopping has become the norm

Just a few years ago, online shopping was seen as an alternative or a trend. In 2025, it’s standard behavior.

Almost half of Ukrainians (47%) shop online regularly — compared to only 37% in 2021. At the same time, 98% still make purchases offline, meaning both realities now coexist.

Online hasn’t replaced physical stores — it has become part of a unified process: compare, verify, order.

Shopping categories: what people buy online vs. offline

Each channel has its own strengths. For offline shopping, the most popular items remain everyday essentials — groceries, medicine, and household goods.

Online shopping is more often chosen for clothing, footwear, cosmetics, and electronics — categories where variety and customer reviews play a key role.

Average purchase: online costs more, but is more deliberate

Online shoppers spend more. The average online receipt is 1,890 UAH, which is 6% higher than offline purchases (1,790 UAH).

This pattern reveals an interesting insight: for major purchases such as furniture or appliances, users still prefer offline shopping — where they can see and touch the product before buying.

However, small items — such as cosmetics, cleaning products, and books — are purchased online no more often than a few years ago.

Where Ukrainians Spend Their Time: Telegram, YouTube, and TikTok

Ukrainian digital space is a mix of platforms, each owning its moment of influence. In 2025, Telegram (78%) and YouTube (77%) remain the main channels for content consumption.

Next come Facebook (61%), Instagram (56%), and TikTok (50%). Music is most often streamed on YouTube Music, followed by Spotify and Apple Music. For video and TV content — Kyivstar TV, Megogo, and Netflix.

We emphasize that the percentages shown reflect self-reported responses from respondents regarding their use of specific services, rather than the actual market share of each platform. The figures may vary depending on the period or other factors, and it’s important to note that the real volume of traffic or number of users for each mentioned service may be higher (according to each platform’s internal data) than what is presented on the slide.

The sample of respondents was balanced in terms of socio-demographic characteristics and geographical distribution, and included at least 1,000 participants.

Who consumes and how: generations and gender

Young people aged 18–29 are the main drivers of digital habits. They are active on TikTok, Spotify, and Sweet.tv, and use Telegram and Instagram for communication.

The 30–40 age group is the most “hybrid”: they watch Megogo, shop online, and consume content across multiple screens.

Older users aged 41–55 prefer Facebook, Kyivstar TV, and YouTube.

Gender-wise, women are more active on social media — especially Instagram, Facebook, and TikTok — while men tend to watch more YouTube and video streaming platforms.

Online and offline have merged into a single behavioral model. Ukrainians live in two worlds — and brands must learn to stay present in both.

Premium Audience: 47% of Ukrainians Have Paid Subscriptions

Nearly half of Ukrainians (47%) now use at least one paid subscription. This means premium content is no longer an exception — it has become a norm of digital life. People are willing to pay for comfort, ad-free experiences, convenient access, and exclusive features.

Leaders of the Premium Segment

At the top of the ranking by number of paid users is YouTube Premium (3.1 million users) — a platform that combines video, music, and streaming.

The top list also includes Netflix, Megogo, Spotify, and Telegram Premium — services that give users greater control over their content: no ads, better recommendations, and faster access to media.

The methodology for calculating these indicators differs from a standard respondent survey. In addition to survey results, the data is based on practical experience working directly with each platform and verifying the actual presence of the relevant audience during the execution of our clients’ advertising campaigns.

In addition, the calculations are supplemented with proprietary forecasting models that take into account:

• forecast reach data in DV360 and its customized parameters,
• analytics from SimilarWeb,
• as well as other external sources used to refine audience volume estimates.

How to Reach YouTube Premium Users

The main challenge with premium audiences is that they don’t see ads on YouTube. However, that doesn’t make them unreachable — it just requires a cross-platform strategy.

They can be effectively reached through:

• Meta (Facebook, Instagram) — reaches up to 1.8 million such users.
• Telegram — the strongest overlap, covering around 2.6 million users.
• OTT/CTV platforms (Megogo, Sweet TV, Kyivstar TV) — effective for video engagement.
• Music platforms (Spotify, Apple Music) — help build an emotional connection with the brand.

Coverage channels

Most YouTube Premium users are still present across other media environments:

• 92% can be found on social media (Telegram, TikTok, Facebook, Instagram);
• 55% consume entertainment content on Netflix or OTT platforms;
• 40% watch OTT/Smart TV;
• 16% listen to music via Spotify or Apple Music.

This means that even without YouTube ads, brands still have wide opportunities for cross-platform reach.

“Silent Segment”: the audience beyond reports

The rise of premium users has created a new “silent” segment — people who are invisible in ad systems. They don’t react to banners, don’t see video ads — yet they have higher income levels and greater consumer activity.

An additional factor is multi-account usage: on average, there are 1.6 accounts per person, so the actual unique audience is smaller than what ad dashboards show.

Premium users are an influential yet “invisible” segment that cannot be ignored.

For brands, this is a clear signal: plan communication cross-platform, leverage social media, OTT, and music platforms — and build contact even where traditional advertising doesn’t work.

Other parts of the global newage. Digital Research 2025 study:
• Who shapes the Ukrainian digital audience
• How brands can win in the video ecosystem

Summary: Digital has become the main habit

Ukrainians have fully adapted to life online. Today, spending 11.5 hours in the digital space is not about addiction — it’s the new normal. We work, shop, listen to music, watch content, and communicate — all through screens. This has led to the formation of hybrid behavior models, where there’s no longer a boundary between “online” and “reality” — everything is interconnected.

Online shopping has become standard behavior — we buy consciously, compare options, and choose convenience. Content is now personalized: Telegram and YouTube capture attention, TikTok and Instagram set trends, while OTT and music platforms define the quality of consumption.

Premium is no longer niche. Nearly half of Ukrainians have paid subscriptions — it’s the new norm of digital experience. At the same time, a “silent segment” has emerged — users invisible in ad reports, yet possessing the highest purchasing power.

It’s time for brands to think beyond formats — and focus on behavior. To be present at the moments of choice, exactly where users spend their digital day.

newage. conducts annual research into Ukrainian digital behavior to help brands understand not just the numbers, but the meanings behind them. We reveal where the audience spends time, what motivates them, and how to stay connected. Because in a world where 11 hours are spent online every day, the most valuable currency is attention.

The full study is available on SlideShare or YouTube.

FAQ: Digital Habits and Premium Audience of Ukrainians in 2025

Do Ukrainians really spend over 11 hours online?

Yes. According to newage. Digital Research 2025, the average time spent in digital environments is 11.5 hours per day, and this figure continues to grow every year.

Which device is the main driver of digital activity?

The undisputed leader is the smartphone — about 6 hours per day. Smart TV ranks second, especially for video and entertainment content.

Does the growth of online shopping mean the end of offline?

No. Online and offline have merged into a single behavioral model. People compare, verify, and buy wherever it’s most convenient.

Who belongs to the premium audience?

These are the 47% of Ukrainians with paid subscriptions — such as YouTube Premium, Netflix, Megogo, and Spotify. They value quality, comfort, and personalization.

How can brands reach the “silent segment”?

Through cross-platform communication — social media, OTT, and music services. This audience is invisible in ad dashboards, but has high purchasing power, so brands should connect with them through content and partnerships.