MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE SHIFT OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND ONGOING COMPETITION

Linear TV networks have long been recognized as established television formats, relying on fixed air times via cable. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, major competitors, and Apple TV+ serving as dominant forces. As viewer preferences shift, rivalry between conventional TV networks