MAINSTREAM TV NETWORKS VS STREAMING PLATFORMS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ONGOING COMPETITION

Linear TV networks have long been recognized as established television formats, relying on regularly timed shows via cable. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, Disney+, and niche players serving as leading platforms. As digital engagement shift, rivalry between conventional TV networks and