The subject matter of the article is the theoretical-methodical and applied principles of modelling and forecasting indicators of the market volume of entertainment services. The goal of the work is to find a mechanism that will allow determining the volume of subscribers, taking into account exogenous variables, especially during socially unstable situations, such as a pandemic, war, cataclysms, etc. The following tasks are solved in the article: formation of criteria for companies for which the created mechanism is planned to be applied; review of basic autoregression models; determination of factors that should serve as an external influence when predicting the number of subscribers; creation of a multi-criteria choice problem; conducting experiments according to the proposed methodology to test the proposed hypotheses and systematize the obtained results. The following methods are used: analytical and inductive methods for forming factors of external influence and description of target companies; expert evaluation method for determining the most influential external indicators; experimental method, statistical methods of processing time series and methods of multi-criteria evaluation to determine the most effective autoregression model. The following results were obtained: the factors of external influence were formed: As external variables, it was decided to choose: the dynamics of the incidence of coronavirus, the rate of change in the global gross domestic product, the change in the S&P500 index, and the news from the world's largest news agencies converted into numerical form; a set of criteria for comparing models was created, saving forecasting time, accuracy, the possibility of taking into account external influence and the specificity of taking it into account; it was determined that the most accurate model is autoregression of the moving average, which at the same time is the most effective model given the created problem of multi-criteria selection; the similarity of the obtained results of experiments with global and domestic research is established. Conclusions: the use of analytical and inductive methods in combination with an experimental approach made it possible to obtain an effective (with an accuracy of more than 95%) mechanism for forecasting the market volume of companies that operate in the film industry and have a signature pricing model. The obtained result will allow players with a smaller market volume not to lose their audience due to the instability of the external environment, and, accordingly, will stimulate the development of the industry in general.
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