MAINSTREAM TV NETWORKS VS STREAMING PLATFORMS: THE SHIFT OF COMPETITION AND THE NEXT GENERATION OF NEW CONTENT, WITHIN THE CONTEXT OF GLOBAL CONTENT CONSUMPTION AND INNOVATION

Linear broadcasts have long been recognized as mainstream television formats, relying on fixed air times via cable. In contrast, digital services 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 conventional TV networ