Digital consumption of cultural content in the context of the “new normal” of the distanced world

The paper raises the topic of the connection of “analog” users with the technologies of digital civilization in the conditions of the forced norm of the distanced world. On the one hand, the processes of increasing the use of open resources are noted, on the other, the production of a new type of content for cultural and leisure activities and social interaction. The article provides statistics on the damage caused by the COVID-19 pandemic to the entertainment and leisure sector, as well as indicators of the consumption of digital cultural resources and services, online broadcasts in conditions of uncertainty. It is argued that cultural institutions, fulfilling their high humanistic mission, in extremely difficult circumstances showed their mobility in creating and developing popular content, promoting it remotely. The material is supported by the results of expert surveys and pilot studies conducted at the initial stage of the pandemic period by analytic centers of Mediascope, NAFI and others. The author focuses on such trends as the diversity of mobile and interactive consumption, the expansion of the boundaries and the circle of users through online interaction, the acquisition of new knowledge and skills of mastering digital competencies among employees of cultural institutions that broadcast new types of content, and its public.