In an interview with Forbes.ua, Ocean Media Plus President Andriy Partyka spoke about the state of the television advertising market, the success of the Bachelor project, the need to create a single distribution platform, the influence of artificial intelligence and TikTok.
Television Advertising Market in 2025
In the first half of 2025, the TV advertising market falls short of the plan, mainly due to the decline in the pharmaceutical sector. Without taking this category into account, the plans are being fulfilled – advertising in FMCG, mobile communications and other segments remains stable.
Last year, gambling brought in a significant share of income, but now it has been significantly limited, with market losses amounting to 2-3%. Some business plans for 2025 are not being implemented.
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However, in June the market shows signs of recovery. Illusions about the imminent end of the war are disappearing, which affects investments and business activity.
TV channels target small and medium businesses.
Ocean Media Plus: New Focus
Ocean Media Plus revenue remains stable, but significantly below pre-war levels. The reason is the company's focus on large players, which no longer corresponds to market trends. In 2026, a change in strategy is planned – more attention to small and local businesses.
Currently, without performance advertising, the company's share is 14%. By the end of 2025, revenue growth is expected to be 5% compared to 2024, but this is still below the 2021 level.
Ukraine needs its own distribution platform
The line between television and digital is almost erased – Ukrainian channels give away content to YouTube, which is profitable only in the short term. This is a “fast food” business model: filling, but with long-term losses.
In the US, leading broadcasters have already united against YouTube, creating a joint platform, Universal, for distributing TV advertising.
A similar solution would be appropriate in Ukraine – a merger of Starlight Media, 1+1 media, Film.ua Group, as well as Megogo, Sweet TV and other players.
We have an advantage: a small market, so Netflix is not very present yet (its share is only 0.25%). At the same time, YouTube gives access to a global audience, and here you can really make millions.
Currently, the most profitable channels are niche ones. But without digital transformation, they risk losing the opportunity to create their own content, and with it, Ukrainian identity.
The Bachelor as a Media Event
In 2024, Starlight Media seriously considered whether to link The Bachelor with the theme of veterans. And the show really became a global event.
This is one of STB's most successful projects – multimedia, with a presence on air, Teleportal, TikTok and Instagram.
In 2024, The Bachelor set a revenue record. The channel was even forced to turn down some advertisers.
Artificial Intelligence and the Influence of TikTok
I don't believe that AI will be able to create truly creative content. Its role is to speed up processes: graphics, scripts, technical tasks.
Changes are inevitable. With the advent of cameras, everyone has the opportunity to be a creator. But the demand for a quality story and professional video remains.
Viewers are now more receptive to the short format, but TikTok is already testing longer videos. However, the classic length of series – 42 minutes – is not changing.
On going abroad and the role of mistakes
Entering foreign markets is difficult. It is not enough to have content, you also need to understand the local context, which is something we often lack.
The expansion of Ukrainian music is still small. Creative businesses have tried to enter Dubai and the US, but everything there is based on personal connections, which complicates the process.
I make a lot of mistakes myself, and that's okay. They're an integral part of business. Working on them is 75% of all progress.
Forecasts for 2025
Most of our clients are growing their revenue faster than expected, by more than 5%, which is included in our plans for 2025. These are mainly global companies that are actively investing.
Autumn demonstrates the greatest activity – more than spring or summer. In general, the situation is positive, except for the pharmaceutical segment. There is a change in positions: some companies lose up to 70%, others grow by 50%.
Television remains at a stable level, with television penetration in the country reaching 90%.
