LINEAR TV NETWORKS VS DIGITAL PROVIDERS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear broadcasts have long been recognized as traditional television models, relying on scheduled programming via cable. In contrast, OTT platforms operate on ad-supported systems, with global streaming giants, major competitors, and Apple TV+ serving as dominant forces. As viewer preferences shift, rivalry between conventional TV networks and str