Ecosystem of Media Platforms: Theoretical and Methodological Analysis

Technology has changed the modern consumption market. Smartphones and personal computers have become the basis for new relationships between consumers and companies. Many processes have gone online: advertising, taxi, food delivery, buying airline tickets and so on. New approaches to the distribution of digital products are emerging. One such is the concept of ecosystems. In theory, this approach may open up new possibilities in marketing, medicine, urban management, content production, and many other industries. Through the interconnection of products in the ecosystem, new functionality can be achieved. But the topic is practically not covered in the scientific community. In this work, we will carry out the conceptualization of digital ecosystems using the Yandex ecosystem as an example. The theory used in this work combines theoretical concepts about technology and work on specific trends occurring within the ecosystem. The main goal is to formulate a clear definition of the ecosystem and form a scientific basis around the topic. Track how the topic interacts with previous definitions and address the prospects for ecosystem development as a concept. This study focuses on Yandex, but theoretically, its achievements can be scaled to most ecosystems currently represented in the IT industry.