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

Linear broadcasts have long been recognized as mainstream television formats, relying on regularly timed shows via public channels. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, major competitors, and Apple TV+ serving as dominant forces. As digital engagement shift, rivalry between broadcast s