A STRUCTURAL-PARAMETRIC APPROACH TO THE ANALYSIS OF MEDIA BUSINESS MODELS BASED ON THE BUSINESS MODEL CANVAS

Abstract

The article aims to provide a systematic and comprehensive classification of media business models, addressing the increasing complexity of media consumption, audience behavior, technological innovations, and platform-based monetization in the context of ongoing digital transformation. The relevance of the study is determined by the need for media organizations to adapt to rapidly changing market conditions, diversify revenue streams, and develop sustainable economic strategies that balance content creation, audience engagement, and monetization. The research methodology combines conceptual analysis, structural modeling, and a comparative approach to examine the internal organization and economic mechanisms of contemporary media business models. The study identifies multiple types of business models and hybrid configurations, emphasizing the dual nature of media value creation, where media simultaneously deliver content to consumers and generate economic value for advertisers, partners, and platforms. Results demonstrate that effective media business models integrate diverse value propositions, consider multiple audience roles, and employ flexible distribution strategies across various channels, including digital platforms, traditional broadcasting, and hybrid systems. This multi-dimensional framework highlights the interdependencies among key structural components such as value proposition, target audience, revenue sources, cost structures, resources, activities, and partnerships, enabling a nuanced understanding of how media enterprises create, deliver, and capture value. The practical significance of the study lies in its ability to support media managers, strategists, and policymakers in designing, evaluating, and optimizing business models that are resilient, adaptive, and financially sustainable. By applying the proposed classification framework, media organizations can anticipate market challenges, enhance audience engagement, ensure effective monetization, and align their strategic decisions with evolving digital and economic environments, thereby improving competitiveness and long-term viability in the dynamic media industry.