At the end of 2025, Rakuten Viber surveyed over 36,000 people on its official channel and found out: 22% began to follow the news less, 11% stopped doing so altogether, while 44% listened to Ukrainian music more often, and 26% watched Ukrainian-language YouTube more.
At the end of 2025, Rakuten Viber surveyed over 36,000 people on its official channel and found out: 22% began to follow the news less, 11% stopped doing so altogether, while 44% listened to Ukrainian music more often, and 26% watched Ukrainian-language YouTube more.
According to a Rakuten Viber press release, in 2025, 54% of respondents consumed news about the same as last year, while 13%, on the contrary, began to follow it more actively. The research was conducted in the format of an anonymous online survey, n over 36,000. The key age group was 34–45 years old, and more than half of the participants were under the age of 45.
Among those who reduced their reading, war was the most common «filter». 31% named this topic, another 15% tried to avoid news about show business and gossip. World politics was mentioned by 6% of respondents, corruption scandals by 4%, and the option «other» was chosen by 8%. At the same time, 36% answered that they did not cut out any specific topics, even if they read less.
In parallel, Viber asked about Ukrainian-language content. In addition to music and YouTube, 14% of respondents said that they read more Ukrainian authors over the year, and 5% listened to Ukrainian podcasts more often. 8% did not notice an increase in such consumption, 3% noted that they do not consume Ukrainian content at all.
Rakuten Viber surveys typically analyze how users' habits regarding news and entertainment content are changing, and what topics people are trying to consciously «postpone» to reduce information overload.
Previously, dev.ua wrote about how, on the eve of the Christmas and New Year sales, Rakuten Viber is warning about the activation of online scammers and publishing a list of tips that should help users shop safely online.
