The purpose of the research work is to develop and form the concept of “Entertainment 4.0” and determine its characteristics, as a basis for its further study. The method system analysis that allows displaying the current situation within the framework of the issue under study; the method of abstraction, taken as the basis for separating the concept under study from already existing terms and characteristics in other areas, formed as a result of the fourth industrial revolution; the method of analogy, due to the insufficiency of the theoretical base; as an additional analysis mechanism, a marketing tool for identifying environmental factors ‒ PEST-analysis was used. The results of the current scientific work are the formulation of the definition of the new concept of “Entertainment 4.0”, which creates the basis for the possibility of further in-depth study of the issue under consideration. The significance of the results obtained is presented in defining the characteristics of the term “Entertainment 4.0”, as well as in finding ways for the development of the industry and options for further application of the formulated term in practice and its subsequent implementation in “Industry 4.0”.