Transformation of Business Models of European and Ukrainian Media under the Influence of Digitalization

Овсяннікова, Поліна Олександрівна (2025) Transformation of Business Models of European and Ukrainian Media under the Influence of Digitalization [Composition] Другий (магістерський). Шифр академічної групи: МЕм-1-24-1.4д. Дата захисту: 15.12.2025, Київський столичний університет імені Бориса Грінченка.

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Abstract

The master’s thesis explores the transformation of business models of European and Ukrainian media under the influence of digitalization, structural changes in the media market and external crisis factors, including wartime conditions. The study systematizes theoretical and methodological approaches to defining media business models and outlines the key factors driving their transformation. The analytical section covers the analysis and comparison of changes in media consumption in the EU and Ukraine in 2015–2025, as well as the impact of shifts in consumers’ digital behaviour on the transformation of media business models in both contexts. The findings show that digitalization has contributed to the diversification of revenue sources in European media, whereas Ukrainian media remain more dependent on external risks and market instability. The empirical base of the study includes secondary statistical and analytical data from international and Ukrainian institutions, as well as case studies of representative Ukrainian media outlets. Retrospective and comparative analyses of media consumption and business-model transformations were applied, along with correlation analysis to identify the relationships between digitalization, economic conditions and audience willingness to pay for online content. The research identifies the factors shaping the resilience and vulnerability of Ukrainian media business models. A scenario analysis was conducted, demonstrating future development trajectories of digital media in Ukraine and their dependence on the interplay of wartime, economic, technological and regulatory conditions that will determine dominant revenue sources and the overall sustainability of the models. Recommendations are provided to strengthen the resilience of Ukrainian media and foster innovative approaches to content production and monetization.

Item Type:	Composition (Другий (магістерський))
Uncontrolled Keywords:	European and Ukrainian media markets; media business models; transformation of media business models; impact of digitalization on the media business models; media economics; media business model resilience; digital media.
Шифр освітньої програми:	---
Шифр академічної групи:	МЕм-1-24-1.4д
ПІБ наукового керівника:	Шлапак Алла Василівна
Дата захисту:	15.12.2025
Місце захисту:	Київський столичний університет імені Бориса Грінченка
Subjects:	Qualification works of applicants > Міжнародна економіка
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	Софія Андріївна Виговська
Date Deposited:	06 Jan 2026 12:08
Last Modified:	06 Jan 2026 12:08
URI:	https://elibrary.kubg.edu.ua/id/eprint/55586

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