LINEAR TV NETWORKS VS OTT SERVICES: THE SHIFT OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND INNOVATION

Linear TV networks have long been recognized as established television models, relying on fixed air times via cable. In contrast, on-demand streaming operate on ad-supported systems, with Netflix, Disney+, and niche players serving as leading platforms. As viewer preferences shift, rivalry between broadcast stations and online content providers has