Features of development and consumption of brand media during the COVID-19 pandemic

Introduction. The article reflects the study of the impact of the COVID-19 pandemic on the formation of new trends in media consumption of the brand media audience. The increase in the number of online media of various formats has contributed to the development of the brand media market, which is gaining popularity, especially niche projects on the topic of medicine and IT. The relevance of the study is due to the need for timely analysis of key changes in the media market and the reflection of the current features of the media consumption of the corporate segment, as well as timely identification of trends for the development of brand media during and after the COVID-19 pandemic. Methods. The empirical basis of brand media market research based on the analysis of the media field, statistical data, closed reports, websites and social networks of brand media Kuprum and Code. Interviews conducted with experts and a focus group. Results and its discussion. The analysis of the study showed that the trends in the development of the media market that emerged during the coronavirus period have changed the information agenda and the thematic diversity of the media. The transformation of forms of communication in the media gave impetus to the development of narrowly focused brand media niches with an emphasis on empathy, environmental friendliness, personification and gamification of content. Other trends depend on external factors that currently complicate the strategic planning of the media market development and require further study. The subject of the presented work reflects the continuous process of transformation of the media market under the influence of the COVID-19 pandemic and other external factors that become the subject of scientific interest for research.