Media Audience Segments in Ukraine: Research Results

Lviv Media Forum, in partnership with the Rating Sociological Group and commissioned by International Media Support, conducted a study on segments of the Ukrainian media audience.

The study was conducted between April 1 and 13, 2025, using the method of face-to-face structured interviews among residents of Ukraine aged 18 and older (excluding the occupied territories). The survey focused on public attitudes, Ukrainians’ information behavior, trust in the media, and related issues.

A short version of the study is available here.

Part of the findings related to media consumption indicate that Ukrainian professional media face a threat potentially no less serious than financial hardship — the continued loss of audience trust.

Meanwhile, questions on fact-checking combined with assessments of vulnerability to disinformation revealed an unfounded confidence among a significant share of Ukrainians in their ability to distinguish truth from fake news.