MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE EVOLUTION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND INNOVATION

Linear broadcasts have long been recognized as established television models, relying on regularly timed shows via cable. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, Disney+, and niche players serving as leading platforms. As digital engagement shift, rivalry between broadcast stations and online c