LINEAR TV NETWORKS VS DIGITAL PROVIDERS: THE SHIFT OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND INNOVATION

Linear TV networks have long been recognized as traditional television formats, relying on fixed air times via public channels. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as key industry players. As digital engagement shift, rivalry between conventional