LINEAR TV NETWORKS VS STREAMING PLATFORMS: THE SHIFT OF COMPETITION AND THE NEXT GENERATION 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 scheduled programming via cable. In contrast, on-demand streaming operate on viewer-driven consumption, with Netflix, major competitors, and Apple TV+ serving as dominant forces. As media consumption habits shift, rivalry between conventional TV networks and