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

Linear broadcasts have long been recognized as traditional television models, relying on fixed air times via cable. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as key industry players. As digital engagement shift, rivalry between conventional TV networks