The Main Tendencies and Prospects for the Development of Sectors of the Creative Economy in Ukraine

Today, the creative economy in the leading world countries occupies an important place in the formation of the country’s income, contributes to the creation of intangible values with high added value, provides one of the highest multipliers. Today, the world is increasingly under the aggressive influence of various environmental factors, one of which is the widespread spread of viral infections that threaten not only the life and health of the world’s population, but also business around the world. The COVID-19 pandemic created new challenges for the functioning of creative business, so enterprises needed to look for new ways out of the crisis. The article explores the essence of the concept of «creative economy». It is determined that among the authors there is no consensus on the interpretation of the concept, therefore, on the basis of the study presented, an in-depth understanding of the essence of this definition is proposed. The problems of formation and development of the national market of creative industries in Ukraine are covered and ways of their solution are outlined. The changes that are taking place in the modern global business environment during the COVID-19 pandemic are identified. It is noted that in 2021, the Government approved the «State Strategy for Regional Development for 2021-2027», which implements the goal «Improving the level of competitiveness of the region». On the basis of theoretical, methodological and practical researches, the authors propose the main directions of reforming and revising the policy of development of sectors of the creative economy in Ukraine.