MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear broadcasts have long been recognized as mainstream television formats, relying on regularly timed shows via cable. In contrast, on-demand streaming operate on viewer-driven consumption, with Netflix, Disney+, and Apple TV+ serving as dominant forces. As media consumption habits shift, rivalry between conventional TV networks and online conte