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

Linear broadcasts have long been recognized as mainstream television models, relying on scheduled programming via satellite. In contrast, digital services operate on viewer-driven consumption, with Netflix, Disney+, and Apple TV+ serving as key industry players. As media consumption habits shift, rivalry between conventional TV networks and online