1. SJS
  2. All Numbers
  3. Number 2 (6), 2023
  4. THE STATE OF THE MEDIA MARKET OF UKRAINE IN 2022 AGAINST THE BACKGROUND OF THE GLOBAL MEDIA BUSINESS

THE STATE OF THE MEDIA MARKET OF UKRAINE IN 2022 AGAINST THE BACKGROUND OF THE GLOBAL MEDIA BUSINESS

SJS.
2023;
: 15-22
https://doi.org/10.23939/sjs2023.02.015
Authors:
  1. Oksana Hotsur
1
Lviv Polytechnic National University

The research analyzes the functioning and development of the Ukrainian media market in 2022 in the context of the global media business. The importance of this year's research is mainly due to two factors: 1) military events in Ukraine, which is geopolitically located in the center of Europe; 2) the continuing consequences of the Сovid-19 pandemic. These two factors have led to significant changes in the financial, political and economic structure of both the world and Ukraine. As a result, approaches to the functioning of global media giants have changed (introduction of innovations and actualization of priority areas of development in the media business). Currently, the greatest dynamics of development is observed in the sector of virtual reality and mobile games – PwC experts predict revenue growth of 19 % by 2026, and the value of the media industry will be almost $ 3 trillion. Based on the published analytical data, the article traces the trends in the development of the global media business in the context of the consequences of the war in Ukraine. In particular, it was found that in 2022 there are changes in social networks, which is associated with the purchase of Twitter, an emphasis on streaming, falling stock prices of leading media giants (Disney, Fox, CNN Warner Bros.Discovery, Paramount, Comcast, Roku), as well as staff cuts in media campaigns, which, accordingly, entails a significant increase in unemployment among the segment of media workers. The research also traces changes in the development of all segments of the Ukrainian media market in the context of the Russian-Ukrainian war: print media, television, radio, advertising and social media. The dynamics of newspaper and magazine publishing in May-December 2022 is presented. The trends in the TV and radio market (the context of radio and television, the entry of new TV channels into the Ukrainian media TV space) are shown. The problems of the advertising market, which developed mainly in the digital sphere, which corresponds to general global trends, are analyzed. Attention is also paid to the state of the Ukrainian media business: the departure of media groups and the creation of new ones).

media market
media business
media industry
advertising market
media space
RussianUkrainian war
innovations in media business
global media market.

 

1. Belikova A. (2022). Is the bird free or dying? What is happening on Twitter after the arrival of Elon Musk. Media Business Reports. 21 November. URL : https://mbr.com.ua/uk/news/analytics/4873-musk-twitter (Аccessed : 2.01.2022) [in Ukrainian]. 

2. Biloskurskyi O. (2022). Television advertising - the market of the first. Detector Media. 11 November. URL : https://detector.media/infospace/article/204839/2022-11-11-televiziyna-r... (Аccessed: 03.01.2023) [in Ukrainian]. 

3. The Business Research Company. (2022). Media Global Market Report 2022. URL : https://www.thebusinessresearchcompany.com/report/media-global-market-re... (Аccessed : 25.12.2022) [in English].

 4. Book Chamber of Ukraine. (2022). Operational data on the number of mandatory copies of publications received in 2022. URL : http://www.ukrbook.net/statistika_.html#period (Аccessed: 11.01.2023) [in Ukrainian]. 

5. Chung H. K. (2021). Themes for Media Business in 2022. Variety. 29 December. URL : https://variety.com/vip/keythemes-for-media-business-in-2022-1235144080/ (Аccessed: 25.12.2022) [in English]. 

6. Dankova N. (2022). Four more new TV channels during the war: whose, when they start, in what format. Detector Media. 23 November. URL : https://detector.media/rinok/article/205237/2022-11-23-shche-chotyry-nov... (Аccessed : 3.01.2023) [in Ukrainian]. 

7. Detector Media. (2022). In 2022, the advertising market fell by 63 %, - All-Ukrainian advertising coalition. 5 December. URL : https://detector.media/rinok/article/205650/2022-12-05-u-2022-rotsi-rekl... vseukrainska-reklamna-koalitsiya/ (Аccessed: 3.01.2023 ) [in Ukrainian]. 

8. Five financial trends that 2022 killed. (2022). The Economist. 21 December. URL : https://www. economist.com/finance-and-economics/2022/12/21/five-financial-trends-that-2022-killed (Аccessed: 26.12.2022) [in English].
https://doi.org/10.32479/ijefi.13377

 9. Forbes. (2022). Today's Winners and Losers. URL : https://www.forbes.com/real-time-billionaires/#66f79cea3d78 (Аccessed: 26.10.2022) [in English]. 

10. Gershon R. (2013). The transnational media corporation: Global messages and free market competition. Michigan. Taylor and Francis. 2261 р. (DOI 10.4324/9780203810941) (Аccessed: 03.01.2023) [in English].
https://doi.org/10.4324/9780203810941 

11. Glushko O., Petkevich A. (2019). Current state and prospects for the development of the global media market. Lohos No. 4. URL : https://www.ukrlogos.in.ua/10.11232-2663-4139.04.31.html (Аccessed: 28.12.2022) [in Ukrainian]. 

12. Haqqi Ty. (2022). 16 Largest Media Companies in the World in 2022. Уahoo Finance. 26 November. URL : https://finance.yahoo.com/news/16-largest-media-companies-world-19043183... (Аccessed: 25.12.2022) [in English]. 

13. Hotsur O. (2022). Peculiarities of the functioning of the media market of Ukraine in the conditions of war (February- September 2022). Communications and Communicative Technologies. Vol. 22. Р. 47-53. DOI: 10.15421/292105 (Аccessed: 03.01.2023) [in Ukrainian].
https://doi.org/10.15421/292105

 14. LaMonica Paul R. (2022). The media business is in turmoil - but its stocks may be close to bottoming. CNN Business. 7 December. URL : https://edition.cnn.com/2022/12/07/investing/media-stocks-outlook/index.... (Аccessed: 28.12.2022) [in English]. 

15. LaPorte N. (2022). The 10 most innovative media companies of 2022. Fast Company. 03 August URL : https://www.fastcompany.com/90724442/most-innovative-companies-media-2022 (Аccessed: 28.12.2022) [in English]. 

16. Monitoring report for August 2022 - Lviv region. Institute of Democracy named after Pylyp Orlyk. URL : https://idpo.org.ua/reports/4769-monitoringovij-zvit-za-serpen-2022-roku... (Аccessed: 03.11.2022) [in Ukrainian]. 

17. Monitoring report for August 2022 - Sumy region. Institute of Democracy named after Pylyp Orlyk. URL : https://idpo.org.ua/reports (Аccessed: 03.11.2022) [in Ukrainian]. 

18. PwC. (2022). The value of the Polish entertainment and media market in 2022 will exceed USD 12 billion. 5 Oktober. URL : https://www.pwc.pl/pl/media/2022/2022-10-05-polski-rynek-rozrywki-i-medi... (Аccessed: 02.01.2023) [in Polish].

 19. Shaw L. (2022). Media Companies Are Having Their Worst Year in Three Decades. Bloomberg. 10 November. URL : https://www.bloomberg.com/news/newsletters/2022-11-10/media-companies-ar... (Аccessed: 02.01.2023) [in English]. 

20. The volume of the advertising and communication market of Ukraine in 2022. All-Ukrainian advertising coalition. URL : https://vrk.org.ua/news-events/2022/ad-volume-2022.html (Аccessed: 03.01.2023) [in Ukrainian]. 

21. Yevseytseva O., Sobtseva G. (2015). Analysis of the media market of Ukraine. Efficient economy. URL : http://www.economy.nayka.com.ua/?op=1&z=4983 (Аccessed: 3.11.2022) [in Ukrainian].