MAINSTREAM TV NETWORKS VS OTT SERVICES: THE SHIFT OF COMPETITION AND THE FUTURE OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND ONGOING COMPETITION

Linear TV networks have long been recognized as established television formats, relying on scheduled programming via cable. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as key industry players. As media consumption habits shift, rivalry between broa