Research on the Drivers of Digital Transformation in the Media Industry

Abstract

The article analyses the key factors that stimulate the digital transformation of media. The relevance of the theme is actual for the rapid development of technology and general digitalisation, for the importance of the media industry for society and the specifics of the media market. The purpose is to identify the drivers of digital transformation necessary for media adaptation to modern conditions. The research includes a literature review of existing studies, identification of the drivers of digital transformation of the media industry, assessment of the dependence of drivers and stakeholders, and classification of them.