TRADITIONAL TV NETWORKS VS OTT SERVICES: THE SHIFT OF COMPETITION AND THE NEXT GENERATION OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ADAPTATION

Linear broadcasts have long been recognized as mainstream television models, relying on scheduled programming via satellite. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, major competitors, and Apple TV+ serving as dominant forces. As viewer preferences shift, rivalry between conventional TV ne