MAINSTREAM TV NETWORKS VS OTT SERVICES: THE SHIFT OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND INNOVATION

Linear TV networks have long been recognized as mainstream television formats, relying on fixed air times via satellite. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as dominant forces. As digital engagement shift, rivalry between broadcast stations