TRADITIONAL TV NETWORKS VS DIGITAL PROVIDERS: THE SHIFT OF COMPETITION AND THE NEXT GENERATION OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear broadcasts have long been recognized as traditional television models, relying on regularly timed shows via cable. In contrast, OTT platforms operate on ad-supported systems, with global streaming giants, Disney+, and niche players serving as leading platforms. As media consumption habits shift, rivalry between broadcast stations and online