MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ADAPTATION

Linear TV networks have long been recognized as established television models, relying on scheduled programming via cable. In contrast, on-demand streaming operate on ad-supported systems, with Netflix, Disney+, and Apple TV+ serving as key industry players. As viewer preferences shift, rivalry between broadcast stations and online content provider