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The paper is aimed at revealing market acceptance of blockchain technology in the digital economy on the example of bitcoin. The authors study features if cryptocurrencies and the pricing factors of bitcoin in the period of the rising interest of global media in 2016–2017. With the help of regression tools, the authors demonstrate the interconnection of the bitcoin price with the factors of global financial markets and internal expectation factors of the crypto industry dynamics in the course of early adoption of bitcoin by various industries of the economy. #CSOC1120. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.