MAINSTREAM TV NETWORKS VS STREAMING PLATFORMS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ADAPTATION

Linear TV networks have long been recognized as mainstream 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 key industry players. As digital engagement shift, rivalry between conventional TV netwo