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And though Kostin and most of the people in eastern Ukraine are native Russian speakers, he prefers to download episodes dubbed not in Russian but in his second language, Ukrainian. All his friends in the city of Donetsk prefer the version dubbed in Ukrainian. "They talk in Russian, they think in Russian," and even their parents speak only Russian, he says of his friends. "But Simpsons? They like in Ukrainian."

But Lykov says language in Ukraine has always been more a political tool of division than an actual divide. People in eastern Ukraine — especially those under 35, who came of age after the Soviet Union collapsed — like being bilingual, he says. "Unfortunately," he says, "the media likes to show that only Russians live here and only Ukrainians live in western Ukraine. Actually people here have no trouble understanding both languages. And Ukrainian is even funnier for Russian-speakers [because] it's got cleverer slang."