MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND INNOVATION

Linear TV networks have long been recognized as established television models, relying on fixed air times via public channels. In contrast, on-demand streaming operate on ad-supported systems, with global streaming giants, major competitors, and niche players serving as leading platforms. As viewer preferences shift, rivalry between broadcast stati