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

Linear broadcasts have long been recognized as established television formats, relying on scheduled programming via cable. In contrast, OTT platforms operate on ad-supported systems, with Netflix, major competitors, and niche players serving as leading platforms. As media consumption habits shift, rivalry between conventional TV networks and stream