MAINSTREAM TV NETWORKS VS OTT SERVICES: THE TRANSFORMATION 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 established television formats, relying on fixed air times via public channels. In contrast, digital services operate on viewer-driven consumption, with Netflix, Disney+, and niche players serving as key industry players. As viewer preferences shift, rivalry between conventional TV networks and stream