TRADITIONAL TV NETWORKS VS OTT SERVICES: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ADAPTATION

Linear broadcasts have long been recognized as mainstream television formats, relying on fixed air times via cable. In contrast, digital services operate on viewer-driven consumption, with global streaming giants, Disney+, and niche players serving as dominant forces. As digital engagement shift, rivalry between conventional TV networks and online