Sweet.tv has scored a major success with its local adaptation of The Traitors, which has reached 12.8 million views since its exclusive OTT-first premiere at the end of 2025.

Produced under the Sweet.tv Originals label, the Ukrainian version of the globally successful format marked a strategic move by the platform to position itself as a creator of premium local content. The show has also achieved a reach of 2.6 million viewers, with both metrics continuing to grow into early 2026.

The performance is particularly notable given the challenging operating environment in Ukraine, where the media sector continues to navigate the impact of war, infrastructure disruptions, and power outages. Against this backdrop, the strong viewership figures underline both audience demand for local entertainment and the resilience of the country’s streaming market.

The Traitors has emerged as one of the most successful global formats in recent years. Its Ukrainian adaptation demonstrates the format’s flexibility and appeal, while also highlighting the increasing importance of localized OTT-first productions across Central and Eastern Europe.

For Sweet.tv, the project represents more than a single hit. The company sees it as validation of its broader strategy to evolve from a distribution-focused platform into a full-scale content creator capable of delivering high-quality originals tailored to local audiences.

Building on this momentum, a second season of The Traitors is already in development, with the company promising a bigger and more ambitious iteration. The platform is also preparing a slate of six major original projects for 2026, signaling continued investment in locally produced premium content.

Sweet.tv has also launched casting for the local adaptation of Destination X, one of the most innovative adventure formats on the global market.

The project, produced under Sweet.tv Originals, will bring a unique mix of travel, strategy and psychological gameplay to Ukrainian audiences, with the aim of rediscovering the country through a new entertainment lens.

The format follows 10 contestants traveling across Ukraine in a specially designed high-tech bus, without knowing their exact location. To uncover where they are, participants must complete challenges and missions using advanced tools, including virtual reality headsets, night vision and other immersive technologies.

According to Volodymyr Zavadiuk, Head of Big Entertainment Shows at Sweet.tv Originals, the project represents a major step in the platform’s original content strategy. He described Destination X as “one of the most innovative projects in the world,” emphasizing its focus on technology, bold storytelling and the future of entertainment, as well as its ambition to showcase Ukraine in a new way.

Casting officially opened on March 17 via Sweet.tv’s social media platforms, including Instagram, Facebook and Threads. Applicants are invited to participate in an interactive selection process by identifying locations from images posted online. Those who correctly guess the location will receive a personal link to complete the casting application.

The format has already achieved significant international success. It has aired successfully in markets including Belgium, United Kingdom, Denmark, France, Netherlands and Germany, while a second season is already in production in the United States.

Production of the Ukrainian version is set to begin soon. Beyond entertainment, the project aims to highlight Ukraine’s landscapes, culture and diversity, reinforcing its tourism appeal even amid ongoing wartime challenges.