LINEAR TV NETWORKS VS STREAMING PLATFORMS: THE SHIFT OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND ONGOING COMPETITION

Linear TV networks have long been recognized as established television formats, relying on scheduled programming via cable. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and Apple TV+ serving as dominant forces. As digital engagement shift, rivalry between conventional TV networks