Abstract: The article examines the formation and development of ecosystem business models (EBMs) in the entertainment industry within the broader context of digital transformation and the growing significance of platform-based value creation. The relevance of the topic is driven by the rapid expansion of digital platforms, the increasing complexity of multi-actor interactions, and the need for companies to strengthen strategic coordination, technological adaptability, and partner integration in a highly dynamic market environment.

Entertainment enterprises today operate under conditions of technological turbulence, fragmented consumption patterns, and intensified competition, which underscores the necessity for a scientifically grounded methodological framework for designing and managing EBMs. The aim of the study is to substantiate and formalize a six-stage algorithm for the evolution of ecosystem business models, integrating strategic visioning, contextual analysis, mechanisms of value co-creation and exchange, ecosystem architecture, diagnostic assessment, and outcome evaluation based on the OKR framework.

The article synthesizes contemporary theoretical approaches to ecosystem design, clarifies the conceptual and functional content of each stage of the proposed algorithm, and identifies managerial actions and performance indicators that link qualitative characteristics of EBMs with measurable assessment tools. Particular attention is devoted to the normalization of heterogeneous indicators and the construction of an integrated development profile, which enables the evaluation of maturity levels across functional components and the identification of structural imbalances. The practical applicability of the algorithm is demonstrated through a case study of MEGOGO, a leading Ukrainian digital streaming platform, showing how an abstract conceptual model can be operationalized using real metrics for strategic planning, ecosystem performance monitoring, and continuous improvement initiatives.

The findings contribute to the scholarly discourse on ecosystem-based business models by offering a structured algorithmic approach that unifies strategic, analytical, and operational dimensions of ecosystem development. The proposed framework can serve as a methodological foundation for entertainment industry enterprises seeking to enhance resilience, strengthen partner networks, and harness the potential of digital platforms for sustainable growth. Future research directions include the development of automated monitoring tools, quantitative modeling of network effects, and scenario-based simulations aimed at expanding the practical utility of the proposed algorithm.