Most Ukrainians limit themselves to reading up to five news channels, and one in five abandons this format of information consumption altogether. The main reason for unsubscribing, users cite, is the excessive amount of advertising.
Most Ukrainians limit themselves to reading up to five news channels, and one in five abandons this format of information consumption altogether. The main reason for unsubscribing, users cite, is the excessive amount of advertising.
This is evidenced by the results of a survey conducted by the Rakuten Viber team among Ukrainian users. Over 26,000 people took part in the study, which was conducted on the messenger's official channel.
According to the survey, the largest share of respondents (39%) chooses up to five channels for daily reading, focusing only on the most important content. Almost another third (30%) reads only 1–2 news sources. At the same time, 18% of Ukrainians said that they do not read news channels at all. Only a small part of the audience consumes information en masse: 6% of respondents read from 5 to 10 channels, and 7% have more than 10 subscriptions.
The researchers also found out what exactly motivates users to unsubscribe. The absolute leader among the reasons was the excessive amount of advertising - because of this, 45% of Ukrainians are ready to unsubscribe from the channel. The second important factor is the publication of unverified information, which repels 15% of the audience.
Among other reasons for unsubscribing, respondents cited loss of interest (“I’m bored” — 9%), excessive frequency of publications (7%), and deterioration in the overall quality of content (6%). Interestingly, 18% of respondents noted that they do not unsubscribe from uninteresting channels at all, but simply leave them hanging in the list of unread messages.
The Rakuten Viber team clarifies that the survey was conducted in the format of an anonymous online questionnaire. The key age group of respondents was people aged 34–45, with more than half of the participants being younger than 45.
Previously, dev.ua wrote about how 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.
