LINEAR TV NETWORKS VS OTT SERVICES: THE SHIFT OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ADAPTATION

Linear broadcasts have long been recognized as mainstream television models, relying on fixed air times via cable. In contrast, OTT platforms operate on ad-supported systems, with Netflix, Disney+, and Apple TV+ serving as dominant forces. As media consumption habits shift, rivalry between broadcast stations and online content providers has intensi