ANALYSIS OF MEDIA CONSUMPTION TRENDS IN UKRAINE FOR THE YEARS 2022 – 2024

Abstract

The article analyses media consumption trends in Ukraine in 2022-2024, a hugely difficult time for the nation during the full-scale invasion of Russia into Ukraine. During this time, both the consumers and the media had to adapt to new media conditions. The article analyzes the dynamics of media consumption in Ukraine during the last two years of the war in order to understand how extreme conditions in society affect the information environment, behavior, and psychological state of consumers. In the future, this will make it possible to develop effective strategies for media educational institutions and psychologists in shaping the conscious consumption of information and providing quality support to the individual in conditions of psychological crisis and emotional decline after contact with the media. The study’s results show that for the second year in a row, Ukrainians choose social networks and online media to receive news information. Telegram channels are leading. Moreover, conscious media consumption of Ukrainian and patriotic content is growing. The author emphasizes that the constant flow of news about war, shelling, misinformation, and propaganda exerts emotional pressure on consumers. Despite information overload, Ukrainians need quality and interesting content. In 2023, the consumption of entertainment programs, podcasts, and other formats that offer emotional enrichment to the consumer has increased significantly. Therefore, there is a growing need for psychological support and media programs to help consumers navigate the information space and support them with content in difficult times. Another important trend is the growing popularity of the concept of «ecological media consumption,» which involves conscious information selection, critical thinking, and minimizing the negative impact of media on the consumer’s mental health.