Ekonomické rozhľady/Economic Review 1/2026

HOW DIGITALIZATION IS CHANGING THE CREATIVE INDUSTRIES: ANALYZING THE ASSOCIATION OF ONLINE MARKETING

SABINA JANIKOVIČOVÁ - MÁRIA BARTEKOVÁ - MARTIN KOLÁRIK - MICHAL KONEČNÝ 

https://doi.org/10.53465/ER.2644-7185.2026.1.29-44

 

Abstract: The digital transformation of the cultural and creative industries has accelerated significantly in response to the COVID-19 pandemic, forcing institutions to adopt new modes of content production, distribution, and audience engagement. This study examines the digitalization process of the Mír Theater as an illustrative case of how cultural and creative industries can leverage online platforms to strengthen economic performance and audience reach. The analysis focuses on implementing digital distribution channels, including YouTube and the proprietary streaming platform MírPlay, as well as developing a comprehensive digital communication strategy across social media. Using descriptive analysis, scenario-based revenue modeling, and Pearson’s correlation analysis, the research evaluates the relationship between online audience growth and annual revenue during 2017–2025. The results show a strong and statistically significant positive correlation between the number of followers on Facebook, Instagram, and YouTube and the institution’s economic performance. Findings indicate that digitalization not only ensured continuity of cultural production during the pandemic but also created new opportunities for long-term financial stability, diversification of revenue sources, and strategic audience development.

Keywords: cultural and creative industries; digital distribution; theatre digitalization

JEL Classification: Z11, L82, O33

Fulltext: PDF

Online publication date: 25 March 2026

 

To cite this article (APA style):

Janikovičová. S., Barteková, M., Kolárik, M., Konečný, M. (2026). How digitization is changing the creative industries: Analyzing the association of online marketing. Economic Review, 55(1), 29 - 44. https://doi.org/10.53465/ER.2644-7185.2026.1.29-44

 

Publisher: Bratislava University of Economics and Business

ISSN 2644-7185 (online)

 

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.