LINEAR TV NETWORKS VS STREAMING PLATFORMS: THE SHIFT OF COMPETITION AND THE NEXT GENERATION OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ONGOING COMPETITION

Linear TV networks have long been recognized as mainstream television formats, relying on fixed air times via public channels. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as key industry players. As viewer preferences shift, rivalry between conventional