MAINSTREAM TV NETWORKS VS OTT SERVICES: THE SHIFT 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 regularly timed shows via satellite. In contrast, OTT platforms operate on subscription models, with global streaming giants, Disney+, and Apple TV+ serving as key industry players. As media consumption habits shift, rivalry between conventional TV networks a