OTT Platforms as a Means of Distributing Cultural and Entertainment Content in Ukraine

Introduction. The relevance of the topic is due to the importance of developing Over-The-Top platforms, which provide access to digital content via the Internet, bypassing traditional cable and satellite television and play an important role in the distribution of cultural and entertainment content to society. Purpose and methods. The purpose of the article is to substantiate the theoretical foundations and practical recommendations for organizing OTT platforms as a means of distributing cultural and entertainment content on the Internet. The methodological basis of the study is the systematic, interdisciplinary and historical approaches to the study of information and communication processes in the socio-cultural sphere. Results. The history of the origin of OTT services and the experience of their use at the global level are studied. The main OTT platforms in the Ukrainian market are analyzed and the advantages and disadvantages of each of them are identified. The trends and prospects for the development of OTT in Ukraine are studied and the factors influencing their popularity are identified. The most popular and convenient platforms that provide the highest quality content in accordance with its cost are highlighted. Conclusions. The scientific novelty of the research results lies in the generalization, systematization and development of the main theoretical provisions on the organization of OTT platforms in Ukraine, taking into account the factors of modern influence. The significance of the study is manifested in the development of scientific and practical recommendations that will contribute to the development of ways to distribute cultural and entertainment content through OTT services. The obtained results identify and analyze the main trends in content distribution, indicate the directions of modernization and adaptation of services for their owners.