Transformation of business models of Ukrainian media development under the influence of digitalization

Лойко, Валерія Вікторовна and Овсяннікова, Поліна Олександрівна (2025) Transformation of business models of Ukrainian media development under the influence of digitalization European scientific journal of Economic and Financial innovation, 3 (17). pp. 152-162. ISSN 2617-8648

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Abstract

The article publishes the results of a study on the transformation of business models of Ukrainian mass media under the influence of digitalization. It was found that editorial offices and large media holdings perceived Internet channels (websites, social networks, video hosting sites such as YouTube) as an optional supplement or a business card of the publication, which is not able to bring comparable income to other channels or expand the audience. An analysis of the dynamics of the proportion of Internet users in Ukraine in the total population for the period 2015-2024 showed a steady trend of growth from 48.70% in 2015 to 82.62% in 2024. It was found that by the 2020s, models of convergent editorial offices and autonomous editorial offices existed simultaneously, according to the typology of organizational models of media editorial offices in the conditions of multi-platform media production. Under the influence of digitalization, production models were transformed in the format of expanding editorial offices to serve new additional channels of information dissemination. It was found that in wartime conditions, it was access to the Internet that allowed many media outlets to continue their activities. In 2022, traditional media lost their advantage in informing, losing to messengers and social networks. The media advertising market in 2022 decreased by 63%, with television losing more than 80% of budgets, and in print media this figure fell to 0%. It was found that the trend of Ukrainians obtaining information via the Internet, social networks and messengers continued in 2023 and 2024: the Telegram audience grew from 75% to 81%, Viber - from 60% to 63%, Facebook - from 45% to 50%, Youtube - from 32 to 47%, and the share of people for whom news sites are a source of news decreased from 41% to 30%. It is substantiated that under the pressure of the economic downturn and social shock of 2022, digitalization became one of the important factors of media stability, allowed for a flexible response to the challenges of war and consumer needs, and provided the opportunity to generate additional income against the backdrop of reduced advertising budgets and disruption of logistics and production chains for the main communication channels of traditional media.

Item Type:	Article
Additional Information:	Наукометричні бази: Index Copernicus International (ICI); Research Papers in Economics (США), ResearchBib (Японія), Google Scholar, Economics and Finance Research
Uncontrolled Keywords:	national economy; business models; digitalization; Ukrainian media; internet channels; social networks
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	Валерія Вікторівна Лойко
Date Deposited:	28 Jul 2025 09:11
Last Modified:	28 Jul 2025 09:11
URI:	https://elibrary.kubg.edu.ua/id/eprint/52710

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