MAINSTREAM TV NETWORKS VS OTT SERVICES: THE EVOLUTION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ONGOING COMPETITION

Linear broadcasts have long been recognized as traditional television models, relying on fixed air times via cable. In contrast, digital services operate on ad-supported systems, with Netflix, Disney+, and Apple TV+ serving as leading platforms. As viewer preferences shift, rivalry between broadcast stations and online content providers has become