MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE EVOLUTION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear TV networks have long been recognized as traditional television formats, relying on fixed air times via cable. In contrast, OTT platforms operate on ad-supported systems, with global streaming giants, major competitors, and Apple TV+ serving as key industry players. As media consumption habits shift, rivalry between broadcast stations and on