MAINSTREAM 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 mainstream television models, relying on scheduled programming via cable. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and Apple TV+ serving as dominant forces. As viewer preferences shift, rivalry between broadcast stations and onli