Watching Short Videos.

Short videos are no longer just a form of entertainment but a daily media habit for most Ukrainians.

87% of people aged 18–55 watch short videos. Almost half of the audience does so daily: 27% watch them once a day, while another 18% watch them several times throughout the day. A further 22% consume this content several times a week.

Short video has therefore become one of the most frequently consumed content formats. People do not set aside a specific time for it: these videos fill short breaks, accompany moments of relaxation, and increasingly become the first point of contact with a brand.

At the same time, high viewing frequency does not guarantee attention. In an endless feed, brands compete not only with advertising but with all the surrounding content at once.

For advertisers, this means more than an opportunity to quickly reach a broad audience. It is a battle for attention in an environment where the decision to keep watching or scroll past is made within seconds. Simply shortening a conventional commercial is not enough. An effective video needs a strong opening, a clear storyline, platform-native delivery, and a recognizable brand.

Short video has already become an essential part of the media mix — or do brands still treat it as an optional format?

Data processed by Media Systems