TRADITIONAL TV NETWORKS VS STREAMING PLATFORMS: THE EVOLUTION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND ADAPTATION

Linear broadcasts have long been recognized as mainstream television formats, relying on scheduled programming via public channels. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as key industry players. As media consumption habits shift, rivalry between br