(Un)necessary Interaction: Audience Perceptions of Interactivity in Digital Media

In academic discourse, interactivity has long been conceptualized as a defining feature of digital journalism, offering the potential to transform passive readers into active participants. However, the actual demand for interactive functionalities among audiences—particularly in rapidly evolving digital environments—remains underexplored. This study investigates how Ukrainian digital media users perceive various interactive features and identifies factors influencing their level of interest and engagement. Based on a survey of 401 respondents, the analysis focuses on patterns of media consumption, social media behavior, and attitudes toward different forms of interactivity. The findings indicate a strong preference for low-effort interactivity, such as quizzes, infographics, and simple reaction-based features. In contrast, participatory features that imply deeper editorial collaboration—such as submitting content or suggesting corrections—attract limited audience interest. By comparing user preferences with prior research on the implementation of interactivity in Ukrainian digital media, the study reveals a structural mismatch between audience expectations and editorial practice. These findings underscore the need to reorient interactive design in digital journalism—from normative assumptions toward empirically grounded user preferences—to enhance audience engagement.