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

Linear broadcasts have long been recognized as mainstream television models, relying on fixed air times via public channels. In contrast, digital services operate on ad-supported systems, with global streaming giants, major competitors, and niche players serving as leading platforms. As media consumption habits shift, rivalry between broadcast stat