Current trends in the development of marketing of entertainment services

Abstract

The article is devoted to an actual problem - the justification of modern trends in the development of the entertainment industry and the identification of the peculiarities of marketing services in the field of entertainment. The concept of entertainment as a type of service and form of activity that attracts attention and arouses the interest of the audience or brings pleasure and enjoyment is revealed. It has been determined that the global entertainment industry with its various sectors generates significant revenues: annual television revenue is $400 billion, and the video game industry and streaming services have $200 billion. per year, the sports industry - 120 billion dollars, the income of the film industry is 100 billion dollars, the publishing industry has 80 billion dollars, "live events" - 30 billion dollars. per year. The ranking of the world's 10 largest entertainment companies by revenue, net profit, market capitalization is presented: Comcast (CMCSA), Walt Disney (DIS), Sony (SONI), Warner Bros Discovery (WBD), Netflix (NFLX ), Paramount Global (PARA), Live Nation Entertainment (LYV), MGM Resorts, Spotify Technology (SPOT), NetEase (NTES).The key elements of the entertainment marketing mix are substantiated: the product is a movie, TV show, music album or any entertainment content; price – pricing strategies for different media platforms; place – distribution channels such as streaming services, television, cinemas or online platforms; promotion – all advertising activities: brand integration, product placement, advertising campaigns; people – targeting the target audience and understanding demographic indicators; process – logistics of delivering entertainment content to consumers; physical evidence refers to tangible experiences or goods that reinforce the connection between the entertainment content and the consumer. The key trends of entertainment marketing in 2024 are identified: the development of social video platforms, the evolution of modern streaming services aimed directly at the consumer, the influence of games on entertainment marketing, the growth of the influence of podcasts and other audio content, the increasing role of the platform of direct access to fans, the spread of video viewing services.