EXPANDING THE CONCEPT OF POSTMODERNISM IN STREAMING SERVICES AS A NEW INTELLECTUAL PLATFORM FOR MODERN MASS MEDIA IN RUSSIA AND ABROAD

The paper for the first time reveals the issues of correlating the work of modern streaming services and the concept of a postmodern society. The development of streaming services is assessed from the point of view of acting to meet the needs of the individual user, and leading domestic and foreign examples of the activity of streaming services are analyzed. An assessment of streaming services is presented as a new key media format, correlated with the development of a number of social objectives, including on a national scale. Additionally, the development of streaming services is evaluated by the author in terms of designing customer ecosystems, which is an innovative approach to assessing this type of activity in general and the media market in particular. Streaming services allow the end-user to create his own stream of information content while directly participating not only in the consumption process but also in the design and even, under certain conditions, in the production of such content. The streaming services are assessed as a kind of future media, reflecting all of the key trends in the development of the media market. In addition, the analysis of the work of streaming services is identified by the author as an indicator of social change that can be used from the point of view of managing information policy and correlating it with the volumes of big data about each key user. Qualified structuring of activities in this regard will help domestic media players to take a stable position in the media market and, in particular, to offer new formats that allow user involvement in the scope of work with content that reflects all user requests as such. The work also confirmed the thesis regarding the relevance of the main postmodern aspects of the development of activities, the variability of perception, and the possibility of an individual approach to the formation of their own living space. This concept is fully realized in the modern media environment through streaming services-and this happens most efficiently and prospectively from a social and economic point of view, which is confirmed by analyzing the activities of key market players both in Russia and abroad.