MODELING THE BEHAVIOR OF ENTERTAINMENT CONTENT CONSUMERS TAKING INTO ACCOUNT DIGITAL TECHNOLOGIES

Abstract

This article is dedicated to the study of the peculiarities of entertainment content consumption by young people in Ukraine in the context of digital transformation and the development of new information and communication technologies. The relevance of the topic is determined by the growing role of social networks, streaming services, and user-generated content platforms, which are increasingly replacing traditional media distribution channels such as television and print publications. The research aims to model the behavior of young people as consumers of entertainment content, taking into account digital technologies to improve the psychological well-being of youth and enhance the quality of media products.

Based on recent studies from Gradus Research, the Digital Global Overview Report, and other sources, the shift in media consumption patterns among the youth audience towards entertainment and visual content is demonstrated.

Young users aged 18-30 years (Generation Z and younger Millennials), who are the most active group on the internet and social media, highlight the following motivations for consuming content: escapism, the need for emotional relief, socialization, and the desire for self-expression. Particular attention is given to the influence of psychological states on content preferences: in a stressful state, there is a preference for humorous, light, or short video content, while in a state of emotional elevation, consumers favor active, dynamic videos (such as sports shows, music videos, etc.).

The article develops a flowchart of the decision-making process regarding content consumption, covering motivation, algorithmic or manual search, evaluation of content characteristics, alignment with expectations, and the final decision – whether to watch or reject the content. The process considers various factors influencing the choice of entertainment content, emphasizing the need for content adaptation to the individual needs of consumers.

Thus, the article presents a systematic approach to understanding youth consumption of entertainment content, considering socio-cultural transformations, technological trends, and psychological aspects of behavior. The material presented is important for professionals in media analytics, digital marketing, sociology, psychology, and anyone involved in creating and promoting content for a young audience.