LINEAR TV NETWORKS VS OTT SERVICES: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ONGOING COMPETITION

Linear TV networks have long been recognized as mainstream television models, relying on fixed air times via cable. In contrast, on-demand streaming operate on ad-supported systems, with global streaming giants, Disney+, and Apple TV+ serving as leading platforms. As media consumption habits shift, rivalry between conventional TV networks and strea