TRADITIONAL TV NETWORKS VS OTT SERVICES: THE SHIFT OF COMPETITION AND THE FUTURE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear broadcasts have long been recognized as established television models, relying on scheduled programming via public channels. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as dominant forces. As digital engagement shift, rivalry between convent