The development of creative industries in media in a digital environment

Abstract

The relevance of the research lies in the transformation of the media part of creative industries under the influence of digital technologies and large-scale socio-political upheavals (full-scale war, economic shocks), which radically changed the mechanisms of production, distribution and monetisation of media content. The aim of the study was to analyse the development trends of the media creative industries in Ukraine during 2022-2025, assess economic losses and recovery needs, identify key barriers, and propose targeted policies to strengthen the sector. The methods used in the research included a systematic analysis of national and international reports, content analysis of scientific publications, statistical data analysis and a comparative approach, content analysis of industry data, comparative analysis of subsectors (film, publishing, advertising, online media), as well as synthesis of findings from studies conducted by the Lviv Media Forum and UNESCO. The obtained results showed that the war caused significant losses: about 28% of media outlets suspended their activities, and the estimated potential losses of the sector amount to hundreds of millions of dollars. Despite the publishing industry demonstrating some resilience, advertising budgets have shifted toward digital platforms. As a result of the study, it was established that the Ukrainian media suffered significant losses in 2022-2025; at the same time, the digital segment has grown, the market share of online media has increased, and the level of media literacy among the population has improved. The practical value of the research lies in formation of recommendations for the sustainable growth of the creative industries in the media sector, particularly in the areas of digitalisation, investment attraction, and integration into the European cultural space. The practical value of the research also includes proposed measures such as proposals for a programmes to increase digital competence, tax incentives for media export projects, and modelling of hybrid financing for film and publishing – all of which can be used by the government, donors, and market participants.