MAINSTREAM TV NETWORKS VS OTT SERVICES: THE EVOLUTION 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 established television formats, relying on regularly timed shows via public channels. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and Apple TV+ serving as dominant forces. As media consumption habits shift, rivalry between broadcast