MAINSTREAM TV NETWORKS VS OTT SERVICES: THE TRANSFORMATION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear broadcasts have long been recognized as mainstream television models, relying on fixed air times via public channels. In contrast, OTT platforms operate on viewer-driven consumption, with global streaming giants, major competitors, and niche players serving as leading platforms. As media consumption habits shift, rivalry between conventional