Abstract
The study aimed to identify key aspects of promoting Ukrainian authors and publications on global platforms. The methodology involved a comparative analysis of digital platforms, case studies of Ukrainian and international publishers from countries such as the USA, Germany, Poland, and China, respondent surveys, statistical analysis of sales data, and a SWOT analysis. Research on adapting publishing to the digital revolution has shown that Ukrainian consumers are increasingly favouring electronic book formats, particularly audiobooks. The collected data indicate a growing preference for audio content due to its convenience and accessibility for various user groups. The analysis identified the main trends in the digital transformation of the publishing sector. Leading international platforms such as Amazon Kindle, Google Books, and Apple Books have demonstrated a high level of functionality, particularly due to their user-friendly interfaces, advanced monetisation opportunities, and integration with wide reader audiences. At the same time, it was found that Ukrainian publishing houses such as Nash Format, Yakaboo, and Vivat are actively implementing digital strategies but face certain challenges related to insufficient technical infrastructure and limited access to global markets. An analysis of these companies’ experiences identified key factors for successful digitalisation, including the importance of adapting to consumer needs, expanding opportunities for self-publishing, and enhancing interactive engagement with audiences. Based on a survey of 200 respondents, trends in audiobook consumption, popular platforms, thematic preferences, and behavioural patterns across different age groups were identified. The findings indicate that demand for audiobooks in Ukraine has significant growth potential, particularly among younger audiences willing to pay for subscriptions to digital platforms. An analysis of platform functionality and publishing industry practices highlighted key areas for improving digital services: localisation, the development of marketing tools, and the optimisation of user interaction
Keywords
emerging technologies; information platforms; content distribution; innovation; media business
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