NETWORK PLATFORMS AND PARTNERSHIPS AS DRIVERS OF ENTERTAINMENT INDUSTRY DEVELOPMENT

Abstract

The article presents a comprehensive study of current transformation trends in the entertainment industry in the digital era. It is substantiated that network platforms and strategic partnerships serve as key drivers of structural changes in the sector, facilitating content scalability, the formation of personalized user experiences, and the emergence of new interaction formats with consumers. The role of digital tools and platform-based thinking in shaping multi-sided business models is highlighted, covering both professional content producers and independent creators. The typology of contemporary partnership interactions within the entertainment sector is disclosed, along with the concept of network coordination effects. The study also addresses critical challenges, including digital oversaturation, intellectual property protection, ethical content governance, and cybersecurity.

The analysis further reveals how digital convergence and the integration of advanced technologies—such as artificial intelligence, augmented reality, and big data analytics—reshape the value chains of entertainment companies. Special attention is paid to the implications of audience fragmentation and the need for adaptive, data-driven content strategies. The article explores how ecosystem-based models foster innovation, enabling stakeholders to co-create and distribute content more efficiently. It emphasizes the strategic significance of agile organizational structures and cross-sector collaboration in response to rapidly evolving consumer preferences and market uncertainties. Moreover, the study outlines policy recommendations and management practices that support sustainable digital transformation. The paper proposes a structural model of a partnership ecosystem that enables enterprises to respond effectively to technological change and strengthen their competitive positions in the context of the digital economy.