LINEAR TV NETWORKS VS DIGITAL PROVIDERS: THE EVOLUTION 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 cable. In contrast, on-demand streaming operate on viewer-driven consumption, with Netflix, major competitors, and Apple TV+ serving as leading platforms. As media consumption habits shift, rivalry between broadcast stations and streaming