STUDY OF THE ESSENCE AND TRENDS OF THE DEVELOPMENT OF DIGITAL DISTRIBUTION

Abstract

Digital distribution process is defined as a sequence of interrelated activities (operations, procedures, actions) that create value delivering digital goods and services from the producer to the consumer throughout digital marketing channels. The purpose of the work is to study the theoretical foundations and trends in the development of digital distribution. Achieving the set goal necessitated the completion of a number of the following tasks: to determine the determinants of the genesis of the digital distribution business process, to investigate the peculiarities of the process of forming the global digital distribution market. In accordance with the set goal and to solve the tasks, the following methods of scientific research were used: the method of systematic generalization – for the theoretical generalization of the existing directions of digital distribution; the method of analysis and synthesis – to determine the development trends of the global digital distribution market. In accordance with the set goal and to solve the tasks, the following scientific research methodologieswere used: the system generalization method – for the theoretical generalization of the existing directions of digital distribution; the method of analysis and synthesis – to determine the development trends of the global digital distribution market. The results of the study can be considered: the methodological approaches to the analytical study of the global digital distribution market are systematized. The above approaches include identification of the global digital distribution market system’s components, e. g., digital distribution of video and audio content, mobile applications, software, video games, and publications; specified of the global digital distribution market’s formation process determinants as: a) in terms of sales, predominance of the digital software distribution segment; b) significant increase in the digital video distribution segment’s growth rates; c) the role of digital distribution as a catalyst for the sales of traditional goods and services; d) steady growth in the whole digital distribution market’s global penetration rates. Practical implications.The practical significance of the obtained results is that the theoretical results obtained in the research process became the basis for the formation of recommendations regarding the research of the digital distribution process. Value/originality. The scientific novelty of the obtained results lies in deepening the theoretical and methodological foundations of digital distribution research.