ECONOMIC ASPECTS OF ONLINE MEDIA: UKRAINIAN AND GLOBAL TRENDS
Abstract
The article is devoted to the analysis of the economic aspects of the functioning of online media in Ukraine and abroad. The relevance of the study is current due to the dynamic development of the digital economy, changes in the financial models of the media industry, and growing competition between traditional and digital platforms. In the context of the transformation of the information market, it is especially important to identify effective business models and sources of monetization of media content.
The purpose of the study is to analyze key economic trends in the field of online media, to determine the features of the financial strategies of Ukrainian and foreign media companies, and to outline the prospects for the development of the industry in the context of digitalization. The object of the study is modern business models that can be applied in online media. The subject is the history of the economic business models in media, as well as features, characteristics, and methods of implementing modern business models for online media. The novelty of the study is that Ukrainian online media are only in search of appropriate economic models of functioning, and the conducted study will help them choose the most relevant one.
The research methods include a comparative analysis of online media business models, content analysis of scientific and analytical sources, statistical analysis of the digital media market, as well as forecasting methods to determine possible trends in the further development of the industry. The novelty of the study is that Ukrainian online media are only in search of appropriate economic models of operation, and the conducted study will help them choose the most relevant one. In each business model, an understanding of the channels of communication and product sales is important. How exactly customers learn about the product, how they can purchase and receive it - all this affects the effectiveness of the strategy for attracting and retaining customers. Therefore, it is important for the media to choose an economic model of operation that will be understandable and accessible to the audience.
The results of the study allow us to outline current challenges and opportunities for Ukrainian online media, as well as offer recommendations for increasing their economic sustainability and competitiveness.
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