Modern Ukrainian football YouTube vlogosphere and its impact on the mediatization of sports

The study analyzes the Ukrainian football segment on the YouTube hosting platform, considering both global trends in media digitalization and content customization, as well as the impact of military actions in Ukraine. The relevance of the study is due to the fact that video blogs have become the main source of video content on local football topics after large media groups left the Ukrainian television market, which led to the closure of sports TV channels. This research aims to balance local and global content and analyze the geographical distribution of football events covered in news, video reviews, and commentary on Ukrainian YouTube channels. It also assesses the expertise of content creators. Methodology. Statistical data from the 15 most popular Ukrainian-language YouTube channels were examined using analytics tools such as Manifest and Social Blade to compare subscriber counts and engagement rates. A comparative analysis method was applied to assess quantitative metrics and development trends. The most popular channel among the studied ones, Football 2.0, has 1.32 million followers, while the analyzed group includes channels with at least 150,000 subscribers. A socio-historical approach was used to identify structural changes in the volume of global and local content, the expertise of creators, and audience engagement. The results of the study highlight the Ukrainization of football content on YouTube following the full-scale invasion. The nature of Ukrainian football competitions compels content creators to blend local and global topics, with a stronger emphasis on the latter. This is explained by extended breaks between local-level events, predictable match outcomes, and the overall low quality of football for discussion. The analysis of the expertise of football vloggers revealed correlations between vlog ownership structure, the blogger’s professional education, and the use of high-quality equipment. The findings indicate a trend of YouTube channels developing based on content relevance and audience interest rather than the popularity of individual hosts.