Introduction. The The relevance of the study is driven by the growing impact of digitalization on higher education. As universities strive to enhance their competitiveness, their performance in international rankings becomes particularly important, serving as a benchmark for educational quality. The aim of this article is to determine the impact of digitalization on improving the competitiveness of universities. Methods. To analyze the impact of digitalization on university competitiveness, a combination of qualitative and quantitative methods was used. Two main data sources were utilized: academic articles published between 2013 and 2023, and data from the official websites of major international rankings such as Webometrics, ARWU (Academic Ranking of World Universities), QS, and THE (Times Higher Education). A correlation analysis using Pearson's correlation coefficient was conducted to explore the relationship between university digitalization and rankings. The criteria included the number of online learning programs, the volume of digital content produced (e.g., articles and multimedia resources), and online visibility measured by external links to university websites and citation counts. Ranking data were examined for positions in Webometrics, ARWU, QS, and THE, with a particular focus on digital metrics such as web presence and the availability of academic resources. Statistical significance was assessed using a threshold of <0.05 to determine the strength of the relationship between digital engagement and university rankings. KEYWORDS Results. Significant correlations were found between university rankings in Webometrics and other major international rankings, including ARWU, QS, and THE. In particular, a strong positive correlation (r = 0.738; p < 0.01) was observed between Webometrics and ARWU rankings, which primarily measure research outcomes. Moreover, a moderate correlation (r = 0.58; p < 0.01) was identified between Webometrics and THE rankings, emphasizing research quality and indicating that universities with strong online citations tend to perform better in research-based rankings. Further analysis revealed that the production of digital content (e.g., the number of academic publications and multimedia resources) and online visibility (measured by external links and citation counts) were significant predictors of a university’s overall ranking. Universities that actively engaged in creating and disseminating digital content, including open-access resources and online courses, scored higher in Webometrics rankings, which in turn positively influenced their positions in traditional rankings like QS and THE. Conclusion. The study demonstrates the significant impact of digitalization on shaping inter-university competition and enhancing the global competitiveness of higher education institutions. Universities characterized by extensive digital content, robust online visibility, and the integration of advanced digital tools consistently achieve better outcomes in both research-specific and broader international rankings. The findings underscore the importance of aligning institutional strategies with digitalization trends to maintain and improve high rankings. To enhance competitiveness, universities should prioritize digitalizing educational and administrative processes, including the adoption of innovative technologies, the development of online learning platforms, and improvements to their digital infrastructure.