Invisible workers of the digital age: the new reality of freelancers in today’s economic realities
Before the full-scale war, freelancing in Ukraine was rapidly gaining momentum. It served as a real way to make decent money for specialists in a wide variety of areas: from design and programming to copywriting and marketing. Many appreciated the freedom to choose projects, clients and schedules, but after 2022 the situation has changed fundamentally. The work rhythm was disrupted by alarms, power outages, relocations, loss of equipment or housing. Some of the freelancers moved to a more stable job or went abroad. Others stayed and work in difficult conditions, often on the verge of emotional and physical exhaustion. Today, when choosing freelance, people no longer think about freedom, but about survival, adaptation and finding new supports. The market is changing, as is the role of specialists in it. At the same time, new challenges and opportunities appear, which are important to notice and analyze in time.
Freelance on the Ukrainian labor market
There is no typical hero in modern Ukrainian freelance work – some edit videos in the breaks between power outages, others write code in co-working spaces abroad. Meanwhile, an ad is running for a small business that has just returned to business after being evacuated. All these are people of various specialties — programmers, marketers, designers, copywriters, translators, editors, animators, etc. All of them have one thing in common: they work independently, without long-term commitments to one employer, often with several projects at the same time.
Despite the military and economic difficulties, Ukrainian freelancers in 2025 not only stayed afloat, but also showed noticeable growth. According to the last ones data, the total budget of the market increased by 26%, reaching 528 million hryvnias. This testifies to the trust in domestic specialists and the willingness of clients to pay more for high-quality and responsible work. To stay afloat in this environment, it is no longer enough to have just one profession. Successful freelancers are constantly learning, expanding their skill set, trying new directions and adapting to market changes.
The freelance market in 2025 has long since turned from an exchange of similar tasks into a whole ecosystem, where money goes where it is difficult, technically, and needs to be “on topic”. Several directions have already appeared, which are now literally pulling the market behind them not only due to demand, but also due to real money. Among the trendiest professions in freelance allocate AI and machine learning experts who are worth their weight in gold. The demand for their services soared almost one and a half times, and the budget doubled. The average rate of such a specialist is UAH 650 per hour, and consultations on the topic “how to make your business a little smarter” are also paid generously (about UAH 500/hour). This is one of those areas where you can really make money if you understand how algorithms work.
At the same time, companies are chasing specialists who are able to create a good visual. Video editing, dubbing, content creation for TikTok or YouTube, voice synthesis by artificial intelligence are now in steady demand. The average salary in this field is UAH 300/hour, and if you know how to work with AI tools for voiceover, then you already have an advantage, because such services cost up to UAH 367/hour.
Nowadays, almost no one wants to spend time on routine tasks, so bot development specialists are not left without work either. This direction is actively growing from chatbots in Telegram to automation of CRM systems. The number of projects increased by almost 30%, and budgets rose by 46%. If you know how to teach a machine to do work instead of a person, the demand for your skills is guaranteed.
The field of 3D modeling and visualization does not lose its popularity. Architects, game developers, interior designers are in demand, because they all need three-dimensional, realistic images. And here decent prices are stable, averaging 300 hryvnias/hour. If you have patience, imagination and know how to create objects that look “like real”, work will find you.
The financial picture of marketers looks best now. More than a quarter of them (26.3%) earn more than 3 thousand dlrs per month. This is the category that not only remains in demand, but also shows a high income ceiling. But it is not easy for copywriters and translators. About 65% earn up to USD 500, and this is explained simply: the demand has decreased, part of the work has been taken over by AI services, and the barrier to entry into these areas is quite low, because many newcomers are trying themselves here.
For designers, the situation is more stable: 46% have an income of more than 500 USD, and in the categories of mobile application development and programming, more than a third of performers earn more than 1,000 USD. In the top are 5.2% of those who have already exceeded the limit of 3 thousand dlrs per month. Among the directions of digital promotion, the SEO audit of sites has become a real leader. Demand did not grow rapidly, but surely: the number of orders increased by more than 8%, and budgets jumped by a third. Businesses clearly see the sense in investing in visibility, that is, the better the site is indexed in search engines, the more likely the client will find it.
At the same time, the position of e-mail marketing is strengthening. Here the growth is even more noticeable and amounts to more than 53% in the budgets. Simple but well-targeted emails continue to be an effective way to stay in touch with your audience, especially during times of uncertainty.
Promotion in social networks is also steady: not explosive, but stable growth. Business continues to invest in content, advertising, and brand pages, which indicates its usual presence in the information field. But teaser advertising is clearly losing ground. A minus of almost 28% in the number of projects and the same dynamics in terms of money. Perhaps the effectiveness of this format no longer meets expectations, and advertisers are switching to more precise or less intrusive tools.
New faces of Ukrainian freelance: who comes and why stays
However, freelancing in 2025 looks completely different than it did two or three years ago. On platform Freelancehunt’s number of newcomers has increased by almost 60%, which is a large-scale phenomenon. The majority of new performers, which is 57%, come to freelance not because of a career dream, but in search of additional income. Sometimes this is a way to compensate for losses at the main job, and sometimes it gives an opportunity to feel at least partial financial independence. The market was especially actively replenished by specialists in the field of video and audio, where the growth is almost 30%. These are editors, announcers, sound engineers, those who know how to work with visual and sound content. Many new faces also appeared among designers, which gave an increase of almost 10.5%. Programmers are not in a hurry to go freelance yet, because the increase is only 1.2%, but they still remain one of the most numerous categories (more than 17% of the market).
However, it is clear that young people are actively preparing for changes: more than half are ready to invest in education, especially in new AI tools. At the same time, millennials show more caution, because only one in twenty agrees to invest significant sums, most are limited to minimal expenses or free courses.
One of the most interesting changes of the last year was the shift in the gender balance. If earlier freelancing was perceived as a predominantly “male” territory, now it is situation another: 59% of new artists are women. Their share increased noticeably, especially after the fall of 2023, when a new wave of mobilization was actively discussed. Against the background of the general shortage of personnel caused by the war, women en masse enter those areas where precision, accuracy and creativity are required. That is why freelancing becomes a logical choice for them.
The most popular areas among female freelancers were copywriting, SMM, design, translations, design of social networks, creation of logos, illustrations, presentations, audio and video editing. These specialties are not always the most profitable, but they are affordable to start with and often offer the opportunity to work flexibly, even from home or in difficult environments.
Despite the positive growth indicators, high stakes in technical areas and the increasingly active entry of women into the freelance field, many Ukrainians are still not ready to make this format the main source of income. Nevertheless, public opinion about freelancing in Ukraine looks, at first glance, quite favorable. By data survey by Rakuten Viber, 74% of Ukrainians generally positively evaluate the idea of working for themselves. Of these, 44% associate freelancing with freedom and independence, and another 30% understand the potential risks, but do not reject the concept itself. Here, it is not the romance of a free schedule that comes to the fore, but the actual desire to control one’s time and earnings. However, when it comes to actions rather than attitudes, the situation changes dramatically. Half of the respondents have either never tried freelancing or don’t even plan to. Among them there are 44% of those who have no experience and do not consider it as an option, another 21% admit that they do not care. Only 10% currently work for themselves permanently.
This indicates a certain gap between perception and practice. Many people like to work without a boss, but it is no less frightening. People are afraid of instability, irregular income, competition. Even those who had experience, such as 12%, do not always remain freelance for a long time. Another 4% said that their attempt ended unsuccessfully. It is interesting that about a third of Ukrainians (30%) are still ready to try freelancing. This is the audience that hesitates, but does not close the door, and it is they who can shape the next wave of market growth. But it takes more than just a positive attitude. You need knowledge, support, a financial cushion for the start and an understanding that freelancing does not work as an escape from the system, but as your own system, which you will have to build yourself.
It is worth admitting that Ukrainian freelancing continues to move forward, despite the change in the rules of the game. Some areas, such as teaser advertising or classic text services, are gradually fading into the shadows. But instead of them, new opportunities appear, and often, even more interesting ones. Video content is spreading across social networks, tools with artificial intelligence open access to tasks that seemed too difficult or too “expensive” yesterday, and non-standard design is gaining value. In 2025, these trends will shape the market. The demand for video, audio and photo projects is holding steady, especially in advertising and media, where quality content becomes the key to the viewer’s attention. At the same time, artificial intelligence is not just an assistant in routine, but a full-fledged tool in the work of programmers, designers and even copywriters. At the same time, interest in narrow, niche areas is gradually growing. 3D models, exhibition stands, custom fonts already have a request with a specific budget.
Invisible Workers of the Digital Age: The Realities and Risks of Freelancers
Today, freelancers are a full-fledged layer of workers, whose number in some countries already exceeds the share of those who have a permanent job. For example, in the US, about 40% of the working population is involved in freelancing – and this number is growing every year. According to Upwork, one in three Americans with a college degree has worked as a freelancer at least once. And in Vietnam, at first glance an unexpected market leader, already more than 55% of young professionals work outside offices — and this is not about poverty, but about the dynamics of the technological environment.
Surprisingly, the highest paid freelancers today are not programmers or designers. The highest hourly rates (over $250 per hour on average) are for financial consultants, tax planning lawyers, and data analysts who work on short-term projects with corporations. Meanwhile, on Fiverr and Freelancer, most people earn $5-10 per job, which is considered an acceptable rate for many South Asian artists.
Unexpectedly, but a fact: one of the biggest problems of freelancers is not delayed payments, but clients who disappear after receiving the completed task. And even the big platforms don’t always control it. According to a study by Payoneer, more than 58% of freelancers have at least once faced the fact that a client did not get in touch after the final deadline – even with an advance payment. It is interesting that freelancing grows much faster in countries experiencing economic or political crises.
The conditions in which freelancers work are also no less paradoxical. For example, in Brazil, platforms Uber, Rappi and others officially recognize freelancers as “independent contractors” without providing any social security. But at the same time, the state obliged the freelancers to pay part of the income tax — despite the fact that the employer does not assume any obligations. A similar situation arose in France, where the “digital proletariat” has been demanding the creation of a freelancers’ union for several years.
Despite the stereotype that freelancing is all about freedom, a survey in the UK found that freelancers who work from home spend more hours on the computer on average than office workers – due to the blurred line between personal time and work. According to the Harvard Business Review, up to 67% of freelancers complain of emotional burnout, and 45% of them feel “professionally invisible” because they don’t have a team environment.
In addition, an equally revealing fact is that in 2023, the first public platform for freelancers appeared in China, which was launched by the Shanghai government. Its goal was to provide a “transparent alternative” to Western aggregators and strengthen control over citizens’ incomes. In contrast, Estonia has launched an experimental freelancer insurance program where the state covers a portion of medical expenses if the professional is registered and declares earnings.
However, much more complex realities are hidden behind the outwardly attractive freedom of choosing projects, schedules, and workplaces. The Ukrainian freelancer lives in a system where his work is not protected by any social mechanisms: there is no vacation, sick leave, stable income or pension. The choice in favor of freelancing in Ukraine is often not a choice, but a forced response to an unstable labor market, low pay in the official sector or a lack of opportunities for professional realization.
The problem is even deeper when it comes to competition: on global platforms such as Upwork or Freelancer, a Ukrainian specialist competes with performers from India, Bangladesh, Pakistan, where the hourly rate sometimes does not even reach 3 dollars. In conditions where price determines the winner of the tender, experience, quality and education are inferior to cheapness. This gradually erodes the value of the profession as such, and even highly qualified performers are forced to constantly adapt their services to customer expectations, which do not always imply true expertise. Formally, a freelancer is “his own employer”, but de facto he becomes dependent on other people’s schedules, deadlines and edits without any form of collective protection.
At the same time, socially a freelancer is one of the most vulnerable figures. His work is invisible in official employment statistics, he has no trade union representation, and does not fall into the focus of state policy in the field of labor. His story is not always recorded in the employment book, and in case of any life crisis – illness, child care, loss of working capacity – he is left alone with a financial vacuum. At the same time, the freelancer pays taxes either as a self-employed person or through contracts of a civil law nature, and does not receive any systemic support from the state.
Finally, there is another aspect that is usually overlooked—emotional isolation. The lack of a team, a lively professional environment, the exchange of experiences and the usual presence of colleagues — all this affects mental health, motivation and even self-esteem. External freedom does not compensate for the lack of professional interaction. In the long run, freelancing can lead to burnout much faster than a classic office job, precisely because of this chronic isolation.
So, freelancing in modern Ukrainian society is an indicator of an unreformed labor market. It testifies not so much to new opportunities as to the lack of alternatives, not to freedom, but to the need to adapt to modern economic realities with their own risks, dependencies, potential and paradoxes. In such conditions, the working class of the future is born — without offices, but with a laptop and an account on a card. And while freelancing creates space for flexibility, mobility and creativity, it also exposes deep structural problems. Until the state recognizes freelancers as full participants in the economy, any growth in this segment will only benefit the platforms, not the people who work for them.
