TRADITIONAL TV NETWORKS VS OTT SERVICES: THE SHIFT OF COMPETITION AND THE NEXT GENERATION OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND INNOVATION

Linear TV networks have long been recognized as mainstream television formats, relying on fixed air times via cable. In contrast, digital services operate on ad-supported systems, with Netflix, Disney+, and Apple TV+ serving as leading platforms. As digital engagement shift, rivalry between broadcast stations and online content providers has become