In 2025, Ukraine’s annual National Media Literacy Test revealed a significant shift in its audience, with older adults increasingly participating and demonstrating stronger media literacy skills. This indicates that media literacy is becoming recognized as essential across broader segments of the population, rather than being limited to younger age groups. While over 60% of test-takers in 2024 were under 35, the 2025 results showed that 47.6% of participants were aged 36 and older, reflecting a growing engagement among mature audiences.
The test, part of the Ministry of Culture’s national media literacy project “Filter,” was conducted online from 29 to 31 October 2025, attracting over 66,000 starters and 34,470 completions. Now in its third year with support from UNDP in Ukraine and funding from the Government of Japan, the initiative forms part of ongoing efforts to strengthen Ukraine’s information resilience and security.
Officials highlighted the uniqueness of Ukraine’s large-scale media literacy initiative. Hanna Krasnostup of the Ministry of Culture emphasized that the test provides valuable insights for shaping future programs, projects, and training under the “Filter” project for 2026. Valentyna Aksonova of UNDP noted consistent results across Ukraine’s four macro-regions, with the greatest improvements recorded in the south and east, indicating active participation even in areas near conflict zones.
Gender dynamics also emerged from the test, with 78% of participants identifying as women and 22% as men. Olha Kravchenko, head of the “Filter” project, emphasized the need for targeted outreach to male audiences to balance engagement, as media literacy in Ukraine continues to show a predominantly female participation trend. Olesia Kholopik from the Centre for Democracy and Rule of Law stressed the strategic importance of media literacy, especially in wartime, highlighting the need for high-quality Ukrainian content for children and the broader population.
The 2025 test results reflect notable improvements in media literacy levels: 27% of participants reached the “media literacy guru” level, up from 8% in 2024, while 48% achieved the “almost guru” level, compared to 38% the previous year. The proportion of “beginners” dropped from 43% to 21%, and “novices” fell from 11% to 4%. These trends demonstrate both increased participation and enhanced understanding of media literacy concepts across age groups and regions.
The National Media Literacy Test is implemented by the “Filter” project of the Ministry of Culture in partnership with the Centre for Democracy and Rule of Law, with support from UNDP in Ukraine and funding from the Government of Japan. The correct answers for the 2025 test are publicly available on the official project website, providing an opportunity for continued learning and engagement.
