MAINSTREAM TV NETWORKS VS STREAMING PLATFORMS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND ADAPTATION

Linear broadcasts have long been recognized as established television models, relying on scheduled programming 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 n