MAINSTREAM TV NETWORKS VS OTT SERVICES: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear TV networks have long been recognized as mainstream television formats, relying on scheduled programming via satellite. In contrast, digital services 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 conventional