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

Linear TV networks have long been recognized as established television formats, relying on fixed air times via public channels. In contrast, OTT platforms operate on subscription models, with global streaming giants, Disney+, and Apple TV+ serving as leading platforms. As media consumption habits shift, rivalry between broadcast stations and online