MAINSTREAM 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 established television formats, relying on scheduled programming via cable. In contrast, OTT platforms operate on subscription models, with global streaming giants, major competitors, and Apple TV+ serving as dominant forces. As media consumption habits shift, rivalry between conventional TV networks a