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

Linear TV networks have long been recognized as established television formats, relying on fixed air times via satellite. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, major competitors, and Apple TV+ serving as leading platforms. As media consumption habits shift, rivalry between broadcast sta