MAINSTREAM TV NETWORKS VS STREAMING PLATFORMS: THE EVOLUTION 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 formats, relying on regularly timed shows via satellite. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as leading platforms. As viewer preferences shift, rivalry between conventional TV