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The aim of the study was to analyze new trends, competition and structural changes in higher education in the context of digitalization. The main directions of higher education development in the XXI century are identified. It is shown that by 2020, new trends in the market of higher education services have appeared and fully manifested themselves, due to three key factors: 1) increased global competition; 2) the active introduction of digital technologies in higher education; 3) the impact of the global COVID pandemic on educational technologies. It is shown that the coronavirus pandemic was a powerful incentive for the transition to digital technologies in higher education. Thanks to digitalization, the structure of the market has changed, and the number of players has increased significantly, and the market consists of private and public institutions, ministries of education and government agencies, educational, consulting and test (rating) companies, etc. Moreover, the global competition of universities for quality is becoming more organized and technically equipped; it increasingly relies on impersonal methods of assessing quality using digital technologies. At the same time, the authors draw a number of conclusions about the negative consequences of distance education. It is shown that competitiveness and accessibility of educational services for different categories of citizens in the difficult conditions of global challenges and threats, the wave pandemic, is ensured through high-quality interaction of all participants in the process, the activity of scientists and practitioners around the world, and state support for teaching initiatives in all regions of the country.

New trends and competition in the market of higher education services in the context of digitalization