Media Consumption and Media Market Development in the Context of Digital Transformation

The article is devoted to an urgent problem related to the changes in global and Russian media consumption that have led to the formation of new business solutions in the media market in the digital age. Using mathematical, statistical and logical research methods, media consumption practices have been analyzed and its main trends have been identified, which include the growth of Internet and mobile users in the global and Russian space, preference for digital devices, increased competition of traditional media due to the emergence of free players on the Internet, audience orientation towards education through entertainment video content, active the introduction of artificial intelligence into the media sphere, the growing popularity of social networks, which remain the center of digital media consumption. The work identifies the factors influencing consumption and key communication problems of media enterprises in the context of digital transformation related to data privacy on the Internet, the culture of creative destruction due to the popularization of artificial intelligence, the variability of trust in traditional media, and the increase in information volume for the audience in the digital environment. Therefore, the share of online promotion costs is growing every year, significantly exceeding its values by two times compared to the advertising budgets of traditional media, whose business models are losing their relevance. The author notes that the value of media enterprises is reflected not only in production and distribution, but also in customer orientation, interactivity of digital content, as well as in audience fragmentation and constant optimization of user experience. The use of Big date and artificial intelligence technologies used to create materials, analyze user behavior and create interactive mechanisms, together with human labor, can increase the efficiency of content creation, increase user loyalty and satisfaction with media platforms for media companies in the context of digitalization.