The top ten most popular children’s YouTube channels in Ukraine are mostly Russian-language. The list is topped by the Russian cartoon «Masha and the Bear,» adapted into Ukrainian, which contains elements of hostile propaganda.
The top ten most popular children’s YouTube channels in Ukraine are mostly Russian-language. The list is topped by the Russian cartoon «Masha and the Bear,» adapted into Ukrainian, which contains elements of hostile propaganda.
This is stated in a study by Detector Media, which notes that among the 20 most popular children’s YouTube channels in Ukraine, about half are voiced in Ukrainian. However, Russian already dominates the top 10:
«Masha and the Bear» is a Russian animated series created by the animation studio «Animakkord», designed for children aged 3-7.
Tallinn University lecturer Priit Hibemägi believes that the image of the Bear, which many associate with Russia, is aimed at forming a positive image of the Russian Federation in children, while the occupying country is pursuing an aggressive policy. In 2017, the State Film and Television Commission considered the legality of its broadcast on Ukrainian channels, because the animation contains Russian propaganda narratives.
Olga Tyshchuk-Volska, head of Tyshchuk Digital HUB, which develops brands on YouTube, notes that a year ago there were significantly fewer Ukrainian-language channels among the most popular channels.
«If in 2023 there could be one Ukrainian-language channel in the top ten children’s YouTube channels, then in 2025 we see that the Ukrainian-language channel „With Love for Children“ has collected 614 million views,» she says.
«With Love for Children» was created by Lviv authors and singers as an alternative to foreign children’s content. It is currently the most popular Ukrainian children’s YouTube project.
Head of the digital projects department, Danylo Shchestyuk, believes that the audience has been reorienting towards Ukrainian-language content in recent years. «The audience is becoming more demanding — parents choose channels that combine entertainment and education, and children are looking for heroes with whom they can easily associate themselves,» Shchestyuk noted.
