TECHNOLOGICAL DRIVERS OF CREATIVE INDUSTRIES DEVELOPMENT IN THE DIGITAL ECONOMY

In today's era of digital transformation, creative industries are increasingly influencing the formation of the knowledge economy, combining creativity with digital production and distribution technologies.According to UNCTAD Creative Economy Outlook 2024, in 2022, global exports of creative services reached $1,4 trillion, and goods -$713 billion, exceeding $2,1 trillion in total [1].This rapid growth is driven by digitalization, with creative services accounting for 19% of total global service exports, demonstrating their integration into global digital value chains [1].These statistics emphasize that technological factors not only support the development of creative sectors, but also become the main drivers of their growth in the digital economy.Digital platforms, access to high-speed internet, and the use of modern digital tools, including automation and elements of artificial intelligence, are changing the ways in which creative products are created, promoted, and monetized.In this context, there is a need for tools that allow for a comprehensive assessment of the technological environment in which creative industries develop.One such indicator is the Network Readiness Index (NRI), which reflects the level of digital and network readiness of countries by assessing access to technology, digital skills of the population, institutional capacity, and the socio-economic impact of digitalization [2].The Technology and People components of the index, which characterize the level of development of digital infrastructure, access to modern technological solutions, and the ability of human capital to effectively use digital tools in the processes of creating and commercializing creative products, are of particular analytical value for the study of creative industries.Table 1 shows Ukraine's position in the Network Readiness Index 2025 for the key dimensions of Technology and People.The Technology indicators show that Ukraine's technological readiness is uneven.Relatively high scores for the Access subcomponent (68,81 points; 63rd place) reflect the established basic level of access to digital infrastructure, which creates the conditions for digital production and distribution of creative content.At the same time, lower scores for the Content (31,13 points; 49th place) and Future technologies (34,61 points; 63rd place) indicate limited integration of advanced digital solutions and future technologies into the national