MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND ONGOING COMPETITION

Linear broadcasts have long been recognized as established television models, relying on fixed air times via satellite. In contrast, on-demand streaming operate on ad-supported systems, with Netflix, Disney+, and Apple TV+ serving as leading platforms. As viewer preferences shift, rivalry between conventional TV networks and streaming services has