MAINSTREAM TV NETWORKS VS STREAMING PLATFORMS: THE EVOLUTION OF COMPETITION AND THE EMERGENCE OF NEW CONTENT, WITHIN THE CONTEXT OF DIVERSE VIEWER DEMANDS AND ADAPTATION

Linear broadcasts have long been recognized as established television models, relying on scheduled programming via satellite. In contrast, on-demand streaming operate on viewer-driven consumption, with global streaming giants, Disney+, and niche players serving as leading platforms. As media consumption habits shift, rivalry between conventional TV