Records, Premieres, and Social Projects: 1+1 media Summarizes the First Months of 2025
1+1 Media, a company uniting its own and partner businesses, summarizes the first four months of 2025 in terms of television viewing, corporate social responsibility, and combating piracy. An overview of key results for January–April is presented below.
Leadership of “Breakfast with 1+1” on 1+1 Ukraine and New Season of “I Love Ukraine” on TET
“Breakfast with 1+1” maintains leadership in the morning slot among all channels. In April, the average share of the project was 12.4% (audience 18–54, 50K+), which is 2.2 times higher than the nearest competitor. The most active viewership occurred after the enemy shelling of the capital on April 24: the program gathered a record share on the 1+1 Ukraine channel — 17.6% for the total audience 18–54 (50K+), and 25.4% in Kyiv. That morning, the team worked directly at the tragedy site in the Svyatoshyn district of the capital: communicating with eyewitnesses and victims, documenting the consequences of the shelling. The next day, April 25, the broadcast gathered a similar share — 17.6%, and in Kyiv — 28.4%.
“In moments of turbulence, grief, and challenges, the demand for prompt and verified information is always extremely high. For us, this is a great responsibility,” noted the team of “Breakfast with 1+1.”
Special for millions of Ukrainians are the team's field broadcasts in various cities of Ukraine. In April 2025, the team visited Kryvyi Rih — a city that suffered a massive rocket attack on April 4. Hosts Lyudmyla Barbіr and Ruslan Senichkin conducted 6 live broadcasts, communicated with local residents, doctors, and honored the memory of fallen civilians and military personnel. Since the beginning of the year, “Breakfast with 1+1” has visited Truskavets, Lviv, Kropyvnytskyi, and Poltava, and conducted the first-ever live broadcast from a train in the history of Ukrainian TV.
Another project beloved by a wide audience is the fifth season of the show “I Love Ukraine” on the TET channel. Premieres, which take place every Sunday, demonstrate consistently high ratings and gather an average share of 7.2% among the 18–54 audience (50K+), ranking 2nd among Ukrainian TV channels in the 7:00 PM–9:00 PM slot. This is the highest rating in the history of the “I Love Ukraine” show. On April 27, 2025, the show achieved its highest share of the season — 8.1%.
Volunteering, Donorship, and Children's Dreams: 1+1 Media's Social Focus
1+1 Media focuses on various initiatives aimed at building a barrier-free society, seeking resilience and current meanings. Within the “Make a Dream Come True” project, since the beginning of 2025, the team has fulfilled 7 intangible wishes of children who lost their parents in the war. Recently, mentors organized a surprise for 11-year-old Alisa, whose father died while performing a combat mission in Donetsk region. The girl admires Daria Petrozitska — the host of the new season of the show “I Love Ukraine” on TET channel. Therefore, the “Make a Dream Come True” team arranged an unexpected meeting for Alisa with the actress during the filming of the program.
Also, within the initiative, for children under the guardianship of the “Children of Heroes” Charitable Foundation, with the assistance of the TET channel, a pre-screening of the film “Eyes: Legend of the Carpathians” was organized by the distributor in Ukraine — the film company Adastra Cinema. The aim of the event was to give children warmth, attention, and a sense of ordinary childhood joy.
As part of the social activity, the TET channel joined an exclusive family event at the “Book Country” festival. Hosts of the “Closer to the Stars” project — Natalia Solonik and Nikita Dobrynin — gave guests a warm meeting with the charming children's story “Eleven Tomatoes and One Little One” by writer Yevhenia Kuznietsova.
The “Food Truck: Food Without Borders” project, initiated by the “Spark of Good” Charitable Foundation and interviewer, host of 1+1 Marathon Natalia Moseichuk, continues to scale, with 1+1 Media as the general media partner. Food Truck is a large truck with a modern mobile kitchen inside, which already operates and delivers food to border, frontline areas, and disaster zones. Since the beginning of 2025, over 207.5 thousand servings of hot meals have been prepared and distributed for internally displaced persons, medics, rescuers, and military personnel in Kharkiv and Sumy regions.
Additionally, one of the components of 1+1 Media's corporate culture is volunteering. In the first quarter and April 2025, company employees initiated over 10 internal collections totaling about 1.2 million hryvnias, participated in 2 charity runs, 3 internal fairs, the “Sock It” initiative, and collected about 200 kg of items for internally displaced Ukrainians. Their social responsibility is also realized by the hosts of 1+1 Ukraine, 2+2, and TET channels, who joined over 15 social initiatives. Meanwhile, the channels and digital resources TSN.ua, UNIAN, and Glavred disseminated more than 100 fundraising campaigns for the army's needs — from drones to ambulances — totaling over 30 million hryvnias. All this is an example of how corporate volunteering becomes a habit.
The Kyivstar TV team is also a driver of important changes: the social initiative "A Real Superhero Is You", created together with the NGO Blood Agents, encourages blood donation: each donor receives 30 days of free access to content and a themed pin. In the first months of 2025, the initiative attracted around 5,000 donors. Additionally, thanks to the special "Kyivstar TV Charity" package, more than 200,000 UAH have been transferred since the beginning of the year to support children's medicine within the "Child's Hope" project.
Veterans, Remembrance Culture, and Reintegration Support
1+1 media has been working in the veteran field for over 11 years to support the comfortable reintegration into civilian life of those returning from the front. We also tirelessly speak about the heroes of today: since the beginning of 2025, around 250 stories of Ukrainian soldiers have been covered on TSN. As part of the international project "Taste of Freedom", implemented by 1+1 media, 1+1 Ukraine, the morning program "Breakfast with 1+1", and the charitable initiative "Heart of Azovstal", veteran Oleksandr Didur presented his Cossack honey cake in the U.S. — a symbol of strength, tradition, and resilience. With every piece of the cake, visitors to the Dog Tag bakery receive cards featuring stories of Ukrainian heroes who survived Russian captivity.
Furthermore, the TET channel and 1+1 media team, together with Oleksandr Pedan and Daria Petrozhytska, visited rehabilitation centers Unbroken, Superhumans Center, and TYTANOVI Rehab to talk with veterans and their families. During the visits, they played the board game "I Love Ukraine", which helps to discover little-known facts, escape everyday worries, and gain positive emotions. The TET and 1+1 media team plans to continue visiting rehab centers to bring joy and support to those to whom we owe our lives.
Also, within the "Life After Scars" project, 9 stories were filmed about the return of Defenders to civilian life for 1+1 Ukraine.
Support for military personnel and veterans, as well as preserving the memory of fallen heroes, is an integral part of 1+1 media’s social mission. Every day, "Breakfast with 1+1" shares the stories of defenders who gave their lives for Ukraine. These stories, along with the nationwide minute of silence, promote a culture of remembrance — a habit of daily gratitude to those who sacrificed their lives for our future.
Blocking Russian Pirated Content: “Clean Sky” Initiative
1+1 media is part of the "Clean Sky Initiative" — a Ukrainian anti-piracy association that fights against disinformation and violations of intellectual property rights, and promotes legal audiovisual content in the information space.
In January 2025, with the support of the Clean Sky Initiative, the National Council of Ukraine on Television and Radio Broadcasting added 86 popular movie sites that provide access to Russian films and series to the List of Media Services of the Aggressor State. In March 2025, the list was expanded by another 241 domains. In total, it now includes 577 websites, among them dozens of pro-Russian streaming platforms (such as Ivi, Okko, Kion, Viju, Premier, Start, more.tv, LimeHD), and hundreds of pirated websites and their mirror copies like HD Rezka, Kinogo, Kinokrad, Filmix, Baskino, and others.
Partnerships and New Projects
At 1+1 media, we believe that the power of media also lies in supporting cultural and socially important initiatives. Since the beginning of the year, 35 partnerships have been implemented with brands and events, including cooperation with VDNG, Forbes, Drum Island Fest, Robota.ua, Global Teacher Prize, Run Ukraine, Atlas Festival, Mykolaichuk OPEN Film Festival, and others. “One of the tasks of 1+1 media in turbulent times is to support business, encourage initiative, and scale up great ideas so that millions of people learn about them”, the company notes.
To mark the anniversary of the full-scale invasion, a special premiere took place on the New Stage of the Lesya Ukrainka National Academic Drama Theater — the play "Checkpoint" in partnership with 1+1 Ukraine and 1+1 media. During a special discussion, the audience not only reflected on past experiences but also processed their current emotional state. The moderator of the discussion was 1+1 Ukraine host Yehor Hordeyev, who was the first to announce the start of the full-scale invasion live on air.
The 2+2 TV channel became one of the general media partners of the "Strong Spirit’s Games", a competition for veterans of the Russian-Ukrainian war, traditionally organized by the Strongman Federation of Ukraine. Project ambassadors from 1+1 media are channel hosts Maksym Sukhenko and Hennadii Popenko. The channel shares stories of veterans who find new meaning and motivation in life through sports. 1+1 media and the UNIAN news agency are also partners of the competition.
Among large-scale events is Ukraine’s first international percussion instrument competition-festival for children and youth — Drum Island Fest, which in April 2025 named PLUSPLUS channel as its general media partner.
Kyivstar TV became a partner of the educational app "Mriya", which motivates students to learn through a reward system. Users can exchange internal currency for bonuses, including promo codes for Kyivstar TV content.
Since the beginning of the year, 1+1 media also supported the theatrical release of five Ukrainian films and began filming its own full-length Christmas movie, which audiences will be able to see in all cinemas across the country in 2025. Additionally, in March 2025, the 2+2 TV channel announced the completion of filming a four-part series "Fortress" about the defense of Kharkiv in the early days of the full-scale invasion, while Kyivstar TV filmed the first season of its original series "Vitya", produced in partnership with FILM.UA Group.
1+1 media also continues active cooperation with OTT platforms and directly with Netflix. Since the beginning of 2025, successful Ukrainian series "Evil Spirits" (2+2) and "Investigator Couple" (1+1 Ukraine) have premiered on the platform.
Working with Youth
Students and young professionals are one of the target audiences of the 1+1 media employer brand. In the first quarter of 2025, the company held 5 thematic lectures for students, 15 office tours, and conducted 26 courses for adults and children. Also this year, 27 participants completed the "Closer to TV" internship program — 5 of them continued working at the company. A new large-scale intake of interns is currently underway.
“Thanks to our colleagues with whom we are building the #team_of_the_best, our incredible partners who show resilience in tough times, our friends, and everyone who consumes 1+1 media content on different platforms. Together — to Victory”, summarized Yaroslav Pakholchuk, CEO of 1+1 media.
