TELEVISION IN THE MODERN ERA: TRANSFORMATION OF ECONOMIC AND BUSINESS MODELS FOR CONTENT MONETIZATION

Abstract

This article examines the transformation of television business models amid global and Ukrainian media market challenges. It analyzes the crisis of the traditional advertising model, the rise of digital platforms, innovative monetization mechanisms, and the impact of regulatory frameworks. A mixed methodology was employed: content analysis, comparative analysis of international experiences (Poland, Lithuania, Georgia), economic modeling (ARPU, CAC, LTV, churn), and secondary data from PwC, Ofcom, and the European Audiovisual Observatory. The study reveals Ukraine’s television industry transitioning to a multi-model strategy, integrating advertising, subscriptions (SVOD), advertising-based video on demand (AVOD), hybrid platforms, and free ad-supported streaming television (FAST). Challenges include declining advertising revenues, piracy (40% of content consumed illegally), regulatory uncertainty, and the need to preserve cultural identity. Opportunities lie in digital diversification, content export, and AI-driven production automation. Recommendations are proposed for broadcasters, producers, and the state to adapt to digital trends and safeguard Ukraine’s cultural heritage through hybrid monetization models and enhanced anti-piracy measures. Notably, digital platforms like YouTube and local OTT services (Megogo, Kyivstar TV, Sweet.tv) offset losses from declining linear advertising, generating up to 15% of media groups’ revenue via AVOD and SVOD. Ukraine’s unique war context underscores the importance of exporting content, particularly documentaries, to promote national narratives. Implementing AI tools, such as automated editing and audience analytics, reduces costs by 20% and enhances targeting efficiency. Recommendations include state support for local content and adopting European regulatory practices to attract investment. This transition reflects a broader shift toward digital ecosystems, where platforms redefine audience engagement through personalized content and innovative formats. The war-driven context amplifies the strategic role of content export in asserting Ukraine’s cultural voice globally. Effective anti-piracy measures, inspired by international models, are critical to sustaining revenue streams. AI’s integration into production processes not only optimizes costs but also empowers creators to compete in a global market. Strengthening regulatory frameworks and state support will be pivotal to fostering a resilient media industry that balances economic viability with cultural preservation.