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

Linear TV networks have long been recognized as traditional television models, relying on scheduled programming via cable. In contrast, on-demand streaming operate on viewer-driven consumption, with Netflix, major competitors, and niche players serving as leading platforms. As media consumption habits shift, rivalry between broadcast stations and o