LINEAR TV NETWORKS VS DIGITAL PROVIDERS: THE TRANSFORMATION 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 traditional television models, relying on fixed air times via cable. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as dominant forces. As media consumption habits shift, rivalry between broadcast stations and