Contemporary Practices of the Comic in the Audiovisual Sphere of Online Platforms

The article examines contemporary practices of the comic in the audiovisual sphere of online platforms as an indicator of the transformation of digital culture. The purpose of the study is to identify the main trends that shape comic content on video services and social networks, and to clarify how global formats of humor interact with local cultural codes in the Ukrainian media space and the wider digital environment. The research is grounded in an interdisciplinary qualitative approach that combines cultural and media analysis with elements of the sociology of communication and a comparative study of international and Ukrainian cases of comic production and reception on platforms such as YouTube, TikTok, Netflix, and national streaming services. The findings demonstrate that contemporary comic practices are characterized by the hybridization of genres and by the dominance of short formats, in which memes, sketches, parodies, stand-up, sitcoms, and comedy shows form a flexible system of formats oriented toward virality, interactivity, and audience co-creation. The practical significance of the research lies in the possibility of using its conclusions for the design of strategies for creating comic content, the development of national audiovisual products, and the optimization of communication between producers, platforms, and audiences in the digital environment.