MAINSTREAM TV NETWORKS VS STREAMING PLATFORMS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ONGOING COMPETITION

Linear TV networks have long been recognized as mainstream television formats, relying on scheduled programming via cable. In contrast, OTT platforms operate on viewer-driven consumption, with Netflix, Disney+, and Apple TV+ serving as key industry players. As media consumption habits shift, rivalry between conventional TV networks and streaming se