Educational segment of modern media market: features and trends in digitalization

Introduction. The relevance of the study is due to increased efficiency and accessibility of education in the context of digitalization. Materials and methods. In the research process, general and special methods of scientific knowledge were used: systemic, structural and functional analysis, expert assessments, analysis and comparison of statistical data obtained as a result of studying the media market. Results and discussion. The main feature of the media market is that the actors in the media market are firms, individuals involved in the production and promotion of media content, i.e. text messages, audio, video messages, infographics and other types of content. The emphasis in the study is on the modern media market, changing under the influence of a new generation of digital technologies. It is proved that the value of digital transformation for consumers of educational content is associated with the ability to meet individual educational needs, build individual educational trajectories. Analyzed are data on monitoring the effectiveness of economic activity of EdTech companies offering educational content and working in the field of its promotion. The educational trends in the educational segment of the media market and the factors affecting their promotion are identified. Conclusions. The study allowed concluding that there is a high demand among users of digital, accessible and high-quality educational content for all levels of education from different fields of knowledge