Media

Revenue in the Media market in Ukraine is projected to reach US$1.05bn in 2024.
The largest market of this market in Ukraine is Games, which is expected to have a market volume of US$577.40m in 2024.
In global comparison, the majority of revenue will be generated the United States, amounting to US$541.20bn in 2024.
Additionally, within the Media market in Ukraine, 45.92% of total revenues will be generated through digital Media market by 2029.
In Ukraine, the media landscape is increasingly dominated by digital platforms, reflecting a shift towards online content consumption amid ongoing geopolitical tensions.

Definition:

The media market encompasses a diverse array of platforms and channels that facilitate the creation, distribution, and consumption of content, such as news, entertainment, and information. It includes traditional outlets like television, radio, and print publications, as well as digital platforms like social media, streaming services, and online news websites. This market plays a central role in shaping public discourse, cultural trends, and the dissemination of information on a global scale, making it a critical component of modern society.

Structure:

The market consists of several parts, namely Books, Games, Music, Radio & Podcasts, Newspapers & Magazines and TV & Video. These markets encompass digital and traditional revenues.

Additional Information:

The market comprises revenues, users, average revenue per user, penetration rates and advertising spendings. Revenues are generated through purchases, subscriptions, consumer spending or ad spendings. Key players of the market are companies, such as Netflix, Spotify, Activision or Amazon.
Market numbers for all the digital markets can also be found in the Digital Media topic.

Traditional media with non-digital revenues from TV, radio, music, print, and video games
Digital media with digital revenues from OTT video, music streaming, video games, digital versions of Newspapers & Magazines with ePapers & eMagazines, and eBooks

Movie theater ticket sales
Public licence fees collected in form of a tax (e.g. income tax in the Nordic countries)
Demo/trial versions
Esports & gaming advertising revenues

The Media market in Ukraine is experiencing significant growth and development in recent years.

Customer preferences: Customers in Ukraine have shown a strong preference for digital media platforms, with a growing number of people accessing news and entertainment content through online channels. This shift in consumer behavior can be attributed to several factors, including the increasing availability of high-speed internet connections and the widespread use of smartphones and other mobile devices. Additionally, the convenience and accessibility of digital media platforms have made them a popular choice among Ukrainian consumers.

Trends in the market: One of the key trends in the media market in Ukraine is the rise of online streaming services. With the increasing popularity of platforms like Netflix and Amazon Prime Video, more and more Ukrainians are opting to stream their favorite TV shows and movies online. This trend is driven by the convenience and flexibility offered by these platforms, as well as the wide range of content available. Another trend in the market is the growing demand for local content. Ukrainian consumers are increasingly interested in consuming media that reflects their own culture and language. This has led to the emergence of local production companies and the creation of original Ukrainian content across various media platforms. The popularity of local content is also driven by the desire for authenticity and relatability, as well as the support for local talent and industries.

Local special circumstances: The media market in Ukraine is also shaped by several unique circumstances. One of these is the country's political situation, which has had a significant impact on media freedom and independence. The media landscape in Ukraine is diverse, with a mix of state-owned, private, and independent media outlets. However, there have been concerns about media ownership and control, as well as the influence of political and business interests on media content. Another special circumstance is the ongoing conflict in Eastern Ukraine. This has had a direct impact on media coverage, with journalists facing challenges and risks in reporting from conflict zones. The conflict has also led to the emergence of alternative media outlets and citizen journalism, as people seek to access information from different sources.

Underlying macroeconomic factors: The development of the media market in Ukraine is also influenced by underlying macroeconomic factors. The country has seen steady economic growth in recent years, which has contributed to an increase in disposable income and consumer spending. This has created opportunities for media companies to invest in new technologies and content production. Furthermore, the integration of Ukraine into the global economy has opened up new opportunities for media companies to reach international audiences. The country's strategic location and cultural diversity make it an attractive market for international media companies looking to expand their presence in the region. In conclusion, the Media market in Ukraine is evolving rapidly, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital media platforms, the demand for local content, and the influence of political and economic factors are all shaping the development of the market. As the media landscape continues to evolve, it will be important for companies to adapt to these trends and cater to the preferences of Ukrainian consumers.

Data coverage:

The data encompasses B2C enterprises. Figures are based on media spending (on traditional media as well as digital media). All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet consumption. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Online video streaming has visibly transformed the global media landscape and impacted viewing behavior around the world. Driven by rapid leaps in internet adoption, widespread availability of mobile devices, and the ever-increasing popularity of online video content, the global video streaming market has experienced unprecedented growth in the last decade. In 2023, the over-the-top (OTT) video revenue reached an estimated 288 billion U.S. dollars, with the United States accounting for the largest share of revenue worldwide. Considering that the list of international streaming services and the catalog of online video content continue to expand at a rapid pace, the number of OTT users worldwide is expected to reach new heights in the future.