Despite the general shift from TV to digital services, DW maintains a strong presence in Ukraine via linear television – also thanks to a successful partner strategy.
A reach study on media consumption in Ukraine, conducted between May and June 2024, shows that online platforms such as Telegram have become central sources for news consumption, while TV usage is declining significantly. This is mainly due to a loss of trust in the nationwide TV stations, which have merged their news offerings into the so-called news marathon. Nevertheless, 10% of the adult population in Ukraine watch DW’s TV programs every week. Thanks to TV cooperations with local partners, DW reaches 7% of Ukrainians every week, while up to 5% of weekly usage is accounted for by DW’s own channel.
The most used DW program is “Reporter”, which reaches 4% of the population in Ukrainian and an additional 1% in Russian every week. Other programs such as “Global Us” (2%), “Tomorrow Today” (2%) and “Focus on Europe” (1%) achieve their reach primarily through their Ukrainian editions. The use of the programs is balanced across the regions of Ukraine.
In addition to linear channels, DW is also successful on online and social media platforms in Ukraine. Between March and August 2024, DW’s Ukrainian YouTube channel achieved 2.6 million monthly views, while its Russian channel reached 3 million in Ukraine. On Facebook, the Ukrainian channel has reached 2.6 million views per month. The DW website is also widely used in Ukraine, with around 1 million visits per month.
The data collected confirms the increasing awareness of international media in Ukraine, particularly since 2019 and the Russian invasion: according to a survey, 29% of respondents in Ukraine are familiar with DW.
The reach study was designed by DW Market and Audience Insights and conducted on site by the Kyiv International Institute of Sociology in May/June 2024 by means of a telephone survey. The study collected representative data for the Ukrainian population aged 18 and older, with the exception of the Russian-occupied territories. Over 2,000 respondents took part in the survey.
According to a December 2023 study by forsa GmbH on media use among Ukrainian refugees in Germany, DW enjoys high levels of awareness and trust.
Source: https://corporate.dw.com/en/dw-reaches-around-10-of-adults-in-ukraine-weekly-via-tv/a-70794278
