MAINSTREAM TV NETWORKS VS OTT SERVICES: THE TRANSFORMATION 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 formats, relying on scheduled programming via public channels. In contrast, on-demand streaming operate on viewer-driven consumption, with Netflix, Disney+, and niche players serving as key industry players. As media consumption habits shift, rivalry between conventional TV networ