Our research conducted with a sample of Ukrainian users aged 18–64 shows that social media continues to play a strong and influential role across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) often differ significantly. A platform with moderate reach may produce high daily engagement — or the opposite. For full datasets, base sizes, and the complete country report, Datambar can be contacted. The insights below are shared in limited scope for advertisers, researchers, academics, students, and decision‑makers.

• Telegram leads daily usage: Daily engagement reaches 89%, with 91.8% among women and 86.5% among men. It performs strongly across all ages — 90.9% in the 18–24 group and 93.8% among users aged 55–64.
• YouTube provides broad reach and strong interaction: Daily usage stands at 74%, reaching 76% among men and 72.5% among women. The 35–44 group sees the highest usage at 80.5%.
• Facebook remains strong among mature audiences: Daily usage reaches 66%, especially high among ages 55–64 (72.9%) and stable among ages 45–54 (64.8%).
• Instagram performs strongly among younger users: Daily usage stands at 72%, with peak engagement among ages 18–24 (82.7%) and 25–34 (75.7%).
• TikTok continues to dominate short‑form content for young audiences: Daily usage reaches 75%, including 83.3% among ages 18–24 and 76.3% among 35–44‑year‑olds.
• Pinterest stands out for lifestyle‑driven content: Overall usage is 20%, with daily engagement at 26%. Usage peaks among ages 25–34 (37.5%) and 45–54 (32%).
• X (Twitter) is preferred for news and commentary: Daily usage stands at 55%, with balanced gender usage (55.4% men, 53.8% women). Engagement peaks at 60.7% in the 35–44 age group.
• Twitch and Reddit attract niche, tech‑ and gaming‑oriented communities: Daily usage reaches 40% on Twitch and 26% on Reddit.
• Snapchat has limited but focused youth engagement: Daily usage is 3.2%, with stronger usage among younger audiences.

🎯 Strategic Recommendations

• Broad reach and high daily engagement: Telegram + YouTube
• Youth targeting: TikTok + Instagram
• Female‑focused campaigns: Pinterest + Instagram
• Male‑skewed & news‑driven content: X (Twitter) + Reddit
• Mature audiences: Facebook + Telegram + YouTube