MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE SHIFT OF COMPETITION AND THE NEXT GENERATION OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND INNOVATION

Linear broadcasts have long been recognized as traditional television models, relying on regularly timed shows via cable. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, Disney+, and Apple TV+ serving as dominant forces. As media consumption habits shift, rivalry between broadcast stations and streamin