The popularity of streaming services has been steadily growing over the past 5 years, and the number of subscribers is increasing. This study was conducted to find out how the popularisation of streaming services affects filmmaking. The history of cinema is inextricably linked with the development of technology. It should be noted that each new page in the history of the film industry began with the invention of new innovations. During the digital age, a rapid leap forward in the television and film industry was also inevitable. Digital cinema is a format that has virtually left film and analogue cinema technology behind. Each revolution in the film industry has been a new step towards providing audiences with a new experience and an even more vivid film experience. Streaming services are one of the innovations that have emerged thanks to the development of digital technologies. They allow viewers to receive content for a fixed price. Streaming guarantees quality and availability with minimal technical support. For this study, theoretical materials on the impact of digital technologies on changes in cinema were investigated. The study analyses data on changes in the audience of the most popular streaming services over the past 10 years. The results of the study showed that the increase in demand for streaming and online cinemas affects the audience’s requirements for the genres and format of cinema. To satisfy audiences, filmmakers are constantly modernising the industry. It can be concluded that the tastes of the audience are changing and the workers of the film industry should be guided by this. In the future, global and Ukrainian streaming services will be able to create original content that will meet the requirements of viewers.

The relevance of the study is conditioned by the fact that the development of Ukrainian art, including cinema, is becoming more popular every year. Since 2014, the Ukrainian film industry has been rapidly developing, and has also shown good results at European and other international film festivals. The purpose of the study is to analyse the position of Ukrainian cinema in the recent historical period, as well as to analyse the preconditions that were created for its development and introduction to the European cinema market. The methodological basis of this study is the combination of theoretical methods of cognition. Methods of data analysis and synthesis, dialectical method, historical and periodisation method are used. In the course of writing this paper, the studies of Ukrainian and foreign researchers regarding the subject were studied and analysed. The establishment and current state of the film industry are investigated. The preconditions for the development of Ukrainian cinema as well as factors that influenced its entrance to the European market are considered. Studying the history of Ukrainian cinema and the process of its commercial distribution, will help to analyse the stages of its establishment, as well as explore opportunities for industry development.

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Розглянуто способи реалізації творчого потенціалу особистості в процесі аудіовізуальної освіти на прикладі діяльності факультету кіно-, телемистецтва Харківської державної академії культури. Означено базові принципи формування фахових компетентностей фахівця аудіовізуальної сфери на сучасному етапі. На основі аналізу десятирічної діяльності професорсько-викладацького складу факультету виявлено зміст і форми розкриття творчих здібностей майбутніх режисерів кіно та телебачення, операторів і телерепортерів. Окреслені основні моделі сучасної мистецької освіти. Проаналізовані мистецькі проекти, реалізовані на факультеті кіно-, телемистецтва, охарактеризовані основні творчі досягнення студентів факультету, сучасний ринок праці фахівців аудіовізуальної сфери та перелічено ті компетентності, які зумовлять затребуваність майбутнього фахівця. Ключові слова: вища мистецька освіта, аудіовізуальне мистецтво та виробництво, творчий потенціал, особистість, факультет кіно-, телемистецтва ХДАК. З. И. алферова, доктор искусствоведения, профессор, декан факультета кино-, телеискусства, Харьковская государственная академия культуры, г. Харьков РЕаЛИЗаЦИЯ тВОРЧЕсКОГО ПОтЕНЦИаЛа ЛИЧНОстИ В ПРОЦЕссЕ аУДИОВИЗУаЛЬНОГО ОБРаЗОВаНИЯ (На ПРИмЕРЕ ФаКУЛЬтЕта КИНО-, тЕЛЕИсКУсстВа хГаК) Рассмотрены способы реализации творческого потенциала личности в процессе аудиовизуального образования на примере деятельности