LINEAR 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 traditional television models, relying on scheduled programming via public channels. In contrast, digital services operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as leading platforms. As viewer preferences shift, rivalry between convent