LINEAR TV NETWORKS VS OTT SERVICES: THE EVOLUTION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ADAPTATION

Linear broadcasts have long been recognized as traditional television models, relying on fixed air times via satellite. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as leading platforms. As viewer preferences shift, rivalry between conventional TV n