Digital Subscriptions in Ukraine: Viber Study Reveals Trends and Piracy Growth

Rakuten Viber surveyed nearly 2,000 Ukrainian users to determine how the country’s residents view paid online services. The study showed a decline in the share of active subscribers alongside a simultaneous rise in interest in pirated content, while AI services are gradually becoming a distinct category of expenditure.

Ukrainian Attitudes Toward Paid Subscriptions

Currently, only 24% of respondents pay for online services. The majority of users (63%) have never signed up for paid subscriptions and do not plan to do so in the near future. The statistical breakdown is as follows:

• Never paid: 63% (compared to 59% in 2025);
• Paying now and plan to continue: 24% (28% in 2025);
• Used paid options previously but cancelled them: 13% (remains unchanged from 2025).

Rising Popularity of Piracy

The study recorded a notable increase in interest toward free yet illegal content. While 53% of respondents admitted to using pirate resources for downloading music or movies in 2025, that figure reached 67% in 2026.

Top Spending Categories

Users willing to pay for subscriptions most often invest in multimedia content and productivity tools:

• Movies and videos: 57% (up from 45% in 2025);
• Music: 42% (35% in 2025);
• Work software: 32% (20% in 2025);
• Education: 27% (30% in 2025);
• Games: 24% (36% in 2025);
• Books: 23% (17% in 2025);
• AI tools: 19% (new category in the survey);
• Messengers: 13% (15% in 2025);
• Taxes: 9% (8% in 2025);
• Other: 10% (16% in 2025).

Budgets for Digital Services

The majority of the audience that signs up for paid subscriptions spends moderate amounts monthly. The structure of Ukrainian users’ expenses is as follows:

• 100–400 UAH ($2.42–$9.67 / €2.24–€8.97): 48% (47% in 2025);
• Over 400 UAH (more than $9.67 / more than €8.97): 33% (29% in 2025);
• Up to 100 UAH (up to $2.42 / up to €2.24): 19% (24% in 2025).

AI Services and User Preferences

Artificial intelligence has become a significant part of the consumer segment. Among those paying for AI, the platform preference is distributed as follows:

• ChatGPT: 31%
• Gemini: 18%
• Claude: 8%
• Copilot: 4%
• Perplexity: 2%
• Other tools: 60%

It is worth noting that 19% of all Ukrainians who pay for online services overall are already prioritizing AI solutions. Additionally, 20% of dating app users confirmed they pay for extra features within those services.

The survey results demonstrate a cautious approach among Ukrainians toward regular digital expenses. Most users remain unwilling to pay for online services; however, among those who do subscribe, there is growing interest in movies, music, work software, and AI tools. At the same time, the increase in pirated content suggests that cost remains a key factor in choosing digital services.