MAINSTREAM TV NETWORKS VS OTT SERVICES: THE SHIFT OF COMPETITION AND THE FUTURE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear broadcasts have long been recognized as traditional television formats, relying on fixed air times via satellite. In contrast, digital services operate on subscription models, with global streaming giants, major competitors, and Apple TV+ serving as leading platforms. As media consumption habits shift, rivalry between broadcast stations and