Stand with Ukraine!

We continue to monitor the behavior of the audience during the war, and now we are ready to share the latest information for March. The war changed not only the composition and size of the audience (relocation, evacuation abroad, problems with electricity and signal channels), but also the very style of perceiving information on television.

In March, we see a dramatic drop in TVR % (from 8.46% in February to 3.92% in March, that is, more than twice). Moreover, the average viewing time has decreased by only 47 minutes (to 4:06:02), while the average daily reach almost halved (from 41.5% to 21.13%). That is, viewers began to watch TV less often, obviously giving preference to social networks and instant messengers in getting fresh information.

The TOP-10 TV channels by share for March included three movie TV channels at once. That is, Ukrainians have increased their consumption of content which can distract them from military circumstances and help relieve stress. This is also confirmed by the growth in the viewing share of Novy and TET channels, which have been showing more entertaining content.

Now, let’s get back to the channels’ indicators in March. As of the end of March, there were more than 515 thousand devices in our IPTV/OTT panel. Most of all, the groups of movie, news and documentary channels have grown by the end of the month.

Read more in our traditional monthly report.