Dynamics of the linguistic structure of demand and supply in the Ukrainian music streaming market under the conditions of the full-scale invasion

Abstract

Abstract. The article analyzes the dynamics of the linguistic structure of demand and supply in the Ukrainian music streaming market under the conditions of Russia’s full-scale invasion in 2022. Based on aggregated Spotify Charts data for Ukraine for the period 2020–2025, the transformation of the visible demand structure by artists’ country of origin is examined. In parallel, the linguistic structure of releases by Ukrainian artists in the post-shock period (2022–2025) is analyzed using data from the NUAM platform, which provides manual verification of track language due to the limited reliability of Spotify metadata. The results reveal a sharp structural break in 2022, manifested in a significant increase in the representation of Ukrainian artists and a decline in the share of Russian artists in Spotify charts for Ukraine, followed by the stabilization of a new configuration of visible demand in 2023–2025. An asymmetry is identified between the rapid stabilization of the linguistic structure of supply, characterized by the dominance of Ukrainian-language releases, and the more inertial transformation of consumption patterns in the digital environment. The findings are interpreted regarding the specific features of the platform economy, the role of algorithmic visibility mechanisms, and the differences in incentive and risk structures for content producers and consumers. The study outlines directions for further research on the interaction between cultural factors and market mechanisms in the context of the digital transition of the music industry.