MAINSTREAM TV NETWORKS VS STREAMING PLATFORMS: THE SHIFT OF COMPETITION AND THE NEXT GENERATION OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear TV networks have long been recognized as established television models, relying on fixed air times via public channels. In contrast, OTT platforms operate on viewer-driven consumption, with Netflix, major competitors, and niche players serving as leading platforms. As media consumption habits shift, rivalry between conventional TV networks a