Ukrainian digital has gone through turbulence and adaptation over the past two years and is now entering a phase of stability. The audience isn’t shrinking — it’s evolving, changing its habits, platforms, and interaction patterns. Brands are transforming too: shifting from the pursuit of reach to mastering attention, trust, and measurable results.

newage. Digital Research 2025 is an annual study that captures the key trends shaping Ukraine’s digital landscape. We explore who forms the audience, how user habits evolve, and how brands can operate within the video ecosystem to turn interactions into actions.

Below are the three parts of the global study.

Part 1. Stability in Numbers and People

Ukraine’s digital audience demonstrates resilience and adaptability: most users have maintained their online presence, and the geographical distribution is gradually balancing out. The study shows that digital stability is not only about online habits but also about trust, financial resilience, and real purchasing power.

Read: Digital Research 2025: Stability in Numbers and People

Part 2. Digital Habits and Premium Segments

The average Ukrainian now spends over 11 hours online daily — and increasingly pays for content. The premium audience is no longer an exception but the new market standard: users with paid subscriptions, high engagement, and strong brand loyalty.

The second part of the study explains how these behavioral clusters are forming and what they mean for brand strategies.

Read: Digital Research 2025: Digital Habits and Premium Segments

Part 3. How Brands Win in the Video Ecosystem

Video has become the main language of communication, and YouTube — the core of Ukraine’s digital space — now reaches over 90% of internet users. This part explores how brands can find the right balance between Awareness and Conversion, which formats work best at each stage of the funnel, and why the optimal frequency of 5–7 impressions increases Brand Lift by 25%.

Read: Digital Research 2025: How Brands Win in the Video Ecosystem

Recording of the Presentation

The full study is available on SlideShare or YouTube.

newage. Digital Research is not just numbers — it’s analytics that help brands take action. We turn data into strategies that drive real results in digital.