In addition, the study shows that 52% of surveyed children use social networks and messengers, with Telegram remaining the leader across all age groups.

YouTube continues to dominate as the primary video platform for children—95% of respondents use it. These findings come from a media consumption study of children aged 1 to 18, conducted by the media agency UM Ukraine together with MADLAB in May–June 2025. UM Ukraine’s press office shared the results with MediaSapiens.

According to the study, 26% of respondents also watch video content on Netflix, and 24% use Megogo.

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Overall, 68% of surveyed children have their own internet-enabled devices; 87% of them use smartphones, and 53% use tablets.

“The results are quite logical and expected to me. Digitalization and access to the internet—and thus to all media platforms—grow from an early age. From the age of five, almost everyone has internet access via their own devices or their parents’ devices. And the older children get, the more their consumption resembles that of adults. Ages 12+ are essentially adult consumers, not children,” noted Yana Fareniuk, Head of MADLAB.

Children under 4 mostly consume content via Smart TV; among those 8+, the popularity of video games rises; and children 12+ actively use messengers and social networks.

63% of children play video games daily, and 48% of them watch game streams. The primary games among respondents aged 5–11 are Minecraft and Roblox.

52% of surveyed children use social networks and messengers, 97% of them primarily to communicate. Telegram remains the leader across all age groups, while children 12+ increasingly use TikTok and Instagram.

More than half are aware of artificial intelligence, and one third actively use it (36% in 2025 vs. 19% in 2024).

“Children’s media consumption is constantly transforming. They interact with content across multiple planes at once—entertainment, learning, communication. This reality pushes us to seek new approaches to communicating with a young audience,” summarized Tetiana Buratchuk, Managing Director, UM Ukraine.

The study, conducted by UM Ukraine together with MADLAB in May–June 2025, included a quantitative survey of 500 respondents and qualitative focus groups with children of different age groups.

UM Ukraine is a media agency within the global IPG Mediabrands network and Razom Group. MADLAB is the Data Science & R&D unit at Razom Group that develops data-based products and analytical solutions for business growth.

As a reminder, according to a study by the Dignity Online NGO, about 87.7% of Ukrainian children regularly use social networks, and 75% spend more than three hours online daily. The most popular platforms among children are YouTube (87.7%), Telegram (85%), TikTok (83%), Viber (81.7%), and Instagram (63.3%).