Analysis of the short video platforms as key elements of the modern global economy

Abstract

This article presents an analysis of short video platforms as key elements of the modern global digital economy, which is the object of research. The study covers regional features of their distribution, economic models, and market potential. The article examines the current leading platforms. The subject of the research is statistical data on the activities of short video platforms. The aim of the research is a comprehensive analysis of the leading short video platforms for 2020-2025 in different countries of the world from the standpoint of their popularity, role in the global digital economy and related ethical issues. Attention is paid to the use of certain platforms in countries such as the USA, Germany, Ukraine, Japan, China. It is also noted that during martial law in Ukraine, there is an increase in local content by 40% and a reorientation towards security and emotional support. It was found that the expert forecast of the global market indicates a 12.4% increase in the profitability of this sector of the economy, with monetization through advertising by 40% and social commerce in China by 73%. Companies use such business models as algorithmic personalization, revenue sharing, and e-commerce integration. The authors of the article draw attention to ethical challenges. The study concluded that it is necessary to moderate content, remove algorithmic toxicity, ensure child protection and the moral safety of consumers of short videos, and also introduce data verification. The research methodology is a comparative analysis of open statistical data, scientific articles, and market forecasts. Key areas of further development have been identified, such as the development of transparent algorithms, rules for influencers, and ethical monetization. The results obtained are intended to help marketers, regulators, and researchers make strategic decisions in the digital economy. The scientific significance of the study lies in the systematization of data and the identification of ethical risks of short video platforms. The value of the study lies in the fact that the conclusions of the work can be implemented for the localization of Ukrainian content and the protection of users in crisis situations. The prospects of the research lie in further collection of information, development of specific actions and algorithms to ensure social responsibility and safe content for consumers.

JEL Classification: F63, L82, M31, O33.