MAINSTREAM 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 TV networks have long been recognized as established television models, relying on fixed air times via cable. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, Disney+, and Apple TV+ serving as key industry players. As media consumption habits shift, rivalry between broadcast stations and st