In 2026, the social network Threads strengthened its position in Ukraine with a 21% user base, while interest in news content decreased to 49%. Despite the decline in attention to news, messengers remain the main source of operational information, and consumers are increasingly choosing entertainment video platforms and Smart TVs.
In 2026, the social network Threads strengthened its position in Ukraine with a 21% user base, while interest in news content decreased to 49%. Despite the decline in attention to news, messengers remain the main source of operational information, and consumers are increasingly choosing entertainment video platforms and Smart TVs.
This is evidenced by the results of the fifth wave of the study of media consumption of Ukrainians, conducted by the research company Gradus.
Messengers remain the main platform for breaking news — 74% of respondents use them for this purpose, and 42% of those surveyed spend more than three hours a day on them. The second and third places for reading news are occupied by social networks (59%) and video platforms (54%).
At the same time, the share of those who regularly follow news and socio-political programs decreased to 49% compared to 54% in 2024. Instead, Ukrainians prefer entertainment formats: 79% choose feature films and TV series, and 68% — music programs. For recreation, 61% of respondents visit video platforms.
In the messenger segment, Telegram (74%) holds the lead, followed by Viber (59%) and Facebook Messenger (54%). Among social networks, Facebook (70%), Instagram (65%) and TikTok (54%) are the leaders. At the same time, Threads is confidently added to the list of popular platforms, which was used by every fifth Ukrainian (21%) during the last week.
The smartphone retains its position as the main screen — 89% of Ukrainians use it. At the same time, the share of Smart TV users is growing: among TV owners, 66% of respondents already use this functionality, which significantly exceeds the figure in 2024 (55%).
“Ukrainians’ media consumption is becoming increasingly functional: people choose a platform, device, and format depending on their specific needs — to quickly learn news, chat, watch videos, or switch to entertainment content. As a result, attention is distributed between different channels and screens throughout the day, and media behavior itself is becoming more fragmented. For media and brands, this means that being present on a popular platform is no longer enough — it is important to understand what needs a person has and in what context they interact with content,” comments Yevheniya Blyznyuk, sociologist, founder, and CEO of Gradus.
Recall that the Verkhovna Rada is preparing a bill that would introduce restrictions on the use of social networks and gadgets for children. In particular, the initiative includes a proposal to block access to platforms at night.
