The concept of transmedia has gradually “merged” into the modern cultural space and the field of other industries, expanding the possibilities for generating and broadcasting public content. Every day, hundreds of publications are created on various channels that carry a lot of meanings, gaining thousands of likes and views, plunging into the minds of their users and forcing them to follow the story and its heroes. The modern museum is not only actively involved in the process of broadcasting information through various media, but has also become an independent tool of the transmedia world. The purpose of this article is to define the museum as one of the possible media channels or tools for the transfer of historical knowledge, popularization of digital heritage, communication, on the one hand, and an independent object that uses a variety of formats and resources to create and broadcast its own content, on the other. It is appropriate to mention such a concept as “museum storytelling”, which is seen as the art of captivating storytelling using various techniques used in museum practice with the help of special media. In this regard, we identify several components of museum storytelling: first, the presence of a narrative, which becomes the core of the interaction between the museum and its audience; second, the use of a variety of formats, means, channels and forms for the creation and broadcasting of museum narrative; and the third is the participation of the audience in the process of creating and broadcasting media content. Thus, the museum acquires the role of an intermediary, a mediator of socially significant contexts, including them in everyday life and human interests, modeling historical reality and broadcasting new accents of mass culture.