MAINSTREAM TV NETWORKS VS DIGITAL PROVIDERS: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF CHANGING VIEWING TRENDS AND ONGOING COMPETITION

Linear broadcasts have long been recognized as mainstream television formats, relying on scheduled programming via satellite. In contrast, digital services operate on ad-supported systems, with global streaming giants, Disney+, and Apple TV+ serving as dominant forces. As media consumption habits shift, rivalry between conventional TV networks and