LINEAR TV NETWORKS VS OTT SERVICES: THE EVOLUTION 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 traditional television formats, relying on regularly timed shows via public channels. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, Disney+, and Apple TV+ serving as leading platforms. As media consumption habits shift, rivalry between conventional