YouTube Is Turning Into Radio: Most Ukrainians Listen to Videos in the Background
23 June 18:59
84% of Ukrainians play videos as background content at least occasionally, and one in four does so every day
Ukrainians are increasingly consuming video content without looking at the screen. Most users play videos in the background while doing household chores, working, or before going to sleep. This is according to the results of a Kantar Ukraine study, as reported by "Komersant Ukrainian".
According to the survey, 84% of Ukrainians aged 18 to 55 play videos at least occasionally and primarily listen to them without focusing on the visuals. For 68% of respondents, this has become a regular habit—they do this several times a week or more often. At the same time, one in four of those who consume content this way watches videos every day.
Most often, videos play in the background while doing household chores. This was the response of 58% of those surveyed. Another 25% listen to videos before bed, and one in five does so while working or studying.
At the same time, users don’t limit themselves to just podcasts or audio formats. The most popular categories for background listening are news and analysis (36%), TV series and movies (32%), and interviews and talk shows (30%). Men are more likely to listen to news and analytical content, while women prefer TV series and movies.
YouTube remains the undisputed leader among platforms. It is used for background listening by 75% of respondents. TikTok ranks second , mentioned by one in three survey participants. According to analysts, this indicates that the platform is gradually moving beyond short visual clips and is increasingly being used for content that can be consumed aurally.
Kantar notes that this trend is changing approaches to video content creation. If users aren’t looking at the screen but are only listening, key messages must be conveyed not only through visuals but also through sound and voice-over.
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The study was conducted in April 2026 via an online survey. It involved 1,000 respondents aged 18 to 55 from all regions of Ukraine, excluding temporarily occupied territories, areas of active combat, and rural areas.
