Research Full Article

UDC 338.462

Abstract.The relevance of mass culture market research is based on the outpacing nature of the growth in leisure spending, especially compared with spending on traditional goods and services. In the process of the formation of the digital economy and the growth of the service sector, the importance of free time has greatly increased for each individual. The number of holidays per year and, in general, longer leisure time indicates an increase in the importance and value of free time. With the help of mass culture, a person is no longer just trying to satisfy his needs through its recreational function, but also to contribute to his development and impressions. In the modern world, cultural and entertainment products create an independent market with their own development intensity, supply and demand characteristics. Research methodology. The research used methods of comparative analysis, content analysis, historical and cultural analysis. Conclusions. A study of the mass cultural market in Russia demonstrates its dynamic development and a variety of formats that help attract different audiences. The increasing demand for cultural services underscores the importance of preserving and popularizing art, particularly theater, in modern society

Keywords: consumer behavior, culture, cultural-mass market, market, needs, advertising, viewer, price.

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