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

Linear broadcasts have long been recognized as established television models, relying on regularly timed shows via cable. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and Apple TV+ serving as key industry players. As media consumption habits shift, rivalry between conventional TV