The Ukrainian language is losing its share of views in the children's segment of YouTube – UA.NEWS

The Ukrainian language is losing its share of views in the children’s segment of YouTube  UA.NEWS

The Ukrainian language is gradually gaining ground on YouTube, but its share in the children’s segment has declined over the past two years. This is the only one of the platform’s 15 thematic categories where this trend has been observed. The Ukrainian language is gradually gaining ground on YouTube, but its share in the children’s segment has declined over the past two years. This is the only one of the platform’s 15 thematic categories where such a trend has been observed. A popular Russian-language channel has influenced the overall metrics, while Ukrainian children’s content creators continue to grow their audience. This is evidenced by the results of an analysis by the TD Hub agency, based on views of the 1,137 largest Ukrainian YouTube channels across 15 thematic niches.

The study covers the years 2024 and 2025, as well as the period from January to September 2026. Overall, the Ukrainian language is strengthening its position on the platform. While Ukrainian-language channels accounted for 55% of views among Ukrainian creators in 2024, that figure rose to 62% in 2026. The share of Ukrainian content increased in 14 out of 15 categories studied. The greatest progress was recorded in DIY content, as well as in science, education, and social topics. Ukrainian-language content also accounts for the majority of views in the categories of