MAINSTREAM TV NETWORKS VS OTT SERVICES: THE TRANSFORMATION OF COMPETITION AND THE NEXT GENERATION OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND INNOVATION

Linear TV networks have long been recognized as mainstream television formats, relying on fixed air times via cable. In contrast, OTT platforms operate on ad-supported systems, with Netflix, Disney+, and Apple TV+ serving as dominant forces. As media consumption habits shift, rivalry between conventional TV networks and online content providers has