LINEAR TV NETWORKS VS STREAMING PLATFORMS: THE SHIFT OF COMPETITION AND THE NEXT GENERATION OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND INNOVATION

Linear broadcasts have long been recognized as traditional 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 niche players serving as dominant forces. As media consumption habits shift, rivalry between conventional TV