DEVELOPMENT OF THE CREATIVE ECONOMY AS A FACTOR OF SUSTAINABLE ECONOMIC GROWTH

In the context of digitalization and structural transformation of the global economy, the creative economy is becoming a key factor in sustainable economic growth and increased competitiveness of national economies. This article examines the essence of the creative economy, its key characteristics, and its role in shaping innovative potential. It also analyzes international approaches to developing creative industries, as well as their impact on employment, added value, and exports. Particular attention is paid to the institutional conditions and mechanisms of state support for the creative economy. The conclusion is substantiated that the development of creative industries contributes to economic diversification and the emergence of a knowledge economy.