The results of the 'Music Has Power' study have revealed the true state of the Ukrainian music industry. From market volumes to listener preferences — these figures will define the development vector for years to come.
The results of the first in-depth study of the Ukrainian music market, conducted by POMITNI and the Ukrainian Institute for the Future, have been released. The report is based on big data analysis, expert interviews, and listener surveys, highlighting the real scale of the industry.
Real Market Volume
The officially declared income of the music industry stands at 1.681 billion UAH, but experts estimate the actual market size to be 2-3 times larger — up to 5 billion UAH. This indicates significant growth potential and the need for sector formalization through classification reforms and copyright protection systems.
Artist Ecosystem
According to the NUAM database, 15,837 artists are registered in Ukraine. In 2025, there were 8,151 active projects (those with at least one release), and the number of debuts reached 1,193 new names. Throughout the year, Ukrainian performers released a total of 67,837 tracks.
Language Trends and Preferences
The listening habits of Ukrainians have undergone fundamental changes:
- 57% of respondents now prefer exclusively Ukrainian-language music (up from 33% before the full-scale invasion).
- 79% regularly listen to English-language content.
- A notable fact regarding Russian-language content: among those who still listen to it, 78% specified that they are listening to old tracks by Ukrainian artists (tied to personal history or memories), rather than supporting Russian performers.
Platforms and Export
YouTube remains the leading platform for content consumption in Ukraine (71%), followed by YouTube Music (50%) and Spotify (37%). The digital segment shows the fastest growth, opening great opportunities for exporting Ukrainian music to global streaming platforms.
Key Barriers
The study identified three main obstacles to development:
- Lack of a specific industrial classification code (KVED) for the music industry.
- Weak intellectual property protection.
- A shortage of specialized education in music management.
These data points will form the basis for the industry development strategy that the SPILNA association will implement alongside partners and state institutions.