TRADITIONAL TV NETWORKS VS STREAMING PLATFORMS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ONGOING COMPETITION

Linear broadcasts have long been recognized as mainstream television models, relying on scheduled programming via cable. In contrast, OTT platforms operate on viewer-driven consumption, with Netflix, Disney+, and Apple TV+ serving as leading platforms. As digital engagement shift, rivalry between broadcast stations and online content providers has