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

Linear broadcasts have long been recognized as mainstream television models, relying on fixed air times via public channels. In contrast, digital services operate on viewer-driven consumption, with Netflix, Disney+, and Apple TV+ serving as leading platforms. As media consumption habits shift, rivalry between conventional TV networks and streaming