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 TV networks have long been recognized as established television formats, relying on fixed air times via satellite. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, Disney+, and Apple TV+ serving as dominant forces. As digital engagement shift, rivalry between broadcast stations and streaming serv