Media market of Ukraine in 2025 and forecast for 2026.

Media investments in 2025 reached UAH 33.4 billion, up 12% compared to 2024. The forecast for 2026 is UAH 37.8 billion — another +13% year over year. The market has not only recovered; it is entering a phase of structural growth.

The investment split clearly shows a strategic shift. Digital accounts for 58% of total budgets and effectively sets the rules of the game. Linear TV holds 17%, OOH also 17%, and other media 8%. The balance between reach and precision targeting is becoming the key driver of effectiveness.

On the one hand, digital delivers scale, speed, and measurability. On the other, traditional channels remain essential for building trust and achieving broad coverage. It is the smart combination of tools — not reliance on a single channel — that creates competitive advantage.

With the market growing at double-digit rates, the real question is no longer whether to invest, but how to reallocate budgets to maintain momentum.

Does your media mix truly reflect the new market structure?

Data processed by Media Systems