Content commerce, while still in its early stages, is evolving along two very different paths in India, with platforms such as YouTube offering creator-led options.
Viewers often arrive looking for opinions, reviews or recommendations, so features such as product shelves and live shopping naturally fit into the content experience. OTT, however, operates in a lean-back environment where viewers are deeply immersed in a film, series or live sporting event.
As platforms increasingly experiment with commerce, they are making advertising more contextual through interactive formats, QR-enabled creatives and dynamic messaging that adapts to live signals such as weather, sports scores or native content events.
While Flipkart and Netflix recently announced a partnership that enables Flipkart Plus members to earn a Netflix Mobile Plan every month through their regular shopping, without a separate subscription or bundled recharge, JioHotstar had launched the 'Shop the Look' initiative with NEWME for its show Splitsvilla. The feature enabled viewers to discover and shop fashion inspired by the show without leaving the platform.
Commerce enters
“Content commerce is still at an early stage within India's entertainment streaming ecosystem, but we see it as a significant opportunity to redefine how audiences engage with brands. We are building a new monetization ecosystem where commerce becomes a natural extension of the viewing experience rather than a separate consumer journey,” said Bhaskar Ramesh, head–entertainment sales, digital, JioStar.
The company had partnered with Swiggy Instamart during IPL 2026 and the digital premiere of Dhurandhar: The Revenge, where audiences could instantly order snacks while watching the film.
Chandrashekhar Mantha, partner and media and entertainment sector leader, Deloitte India, said content commerce and shoppable advertising formats are gaining traction across Connected TVs and premium mobile devices, transforming passive viewing into interactive shopping experiences.
India’s connected TV (CTV) advertising market is estimated at ₹2,300–2,500 crore, reflecting the growing shift of advertising budgets towards digital video platforms. While still at a nascent stage, industry estimates indicate that advanced interactive formats—including shoppable advertisements, QR-enabled experiences and content-commerce integrations—currently contribute approximately 5%–10% of total CTV advertising expenditure.
Closing the gap
According to Prof Brajesh Bolia, associate professor in marketing and international business, K J Somaiya Institute of Management, OTT platforms are trying to engage consumers with products and services shown in their content.
Previously, viewers had to switch to other mobile applications and search independently for the right product. Content commerce attempts to close that gap between motivation and purchase.
“Content commerce is an emerging revenue stream for OTT platforms, which currently drive monetization largely through subscriptions and advertising. One of the biggest challenges is attribution - connecting a viewer’s exposure to content with an eventual purchase across devices and platforms. Measuring success requires multiple signals, including engagement with interactive features, click-throughs, conversions and purchase completion,” said Phanimohan Kalagara, chief technology officer at Gracenote, the content intelligence business unit of Nielsen.
Creator advantage
YouTube has one of the more established creator-led affiliate models. According to Keith Kakadia, founder of Sociallyin, a social media marketing agency, eligible creators can tag products in videos, Shorts and livestreams and may earn a commission when viewers purchase through those links.
Participating merchants determine the commission rate and attribution window for each product, while creators can track performance and earnings through YouTube Analytics.
Prime Video approaches it differently because Amazon controls both the viewing environment and a major retail marketplace. JioHotstar is developing a more integrated version in India. Its Shop The Look feature, introduced with fashion brand NEWME, allows mobile viewers to browse and purchase featured or similar outfits without leaving the stream.
“Regional OTT platforms have an especially compelling advantage. Their audiences are united not just by language but by shared cultural moments, traditions and local preferences. That creates a powerful opportunity for brands to deliver commerce experiences that resonate far more deeply than generic national campaigns,” said Arjit Sachdeva, co-founder, VDO.AI.
Attribution hurdle
The ecosystem, however, is still evolving, and content commerce does not yet contribute meaningfully to OTT revenues.
“The bigger issue is proving any of these converts. Someone pauses a show, scans a QR code, and finishes the purchase on a different app minutes later — three separate hops, hard to track cleanly, harder still with privacy rules tightening every year,” said Vishal Agrahari, vice-president–paid media, BC Web Wise.
Rajni Daswani, chief growth officer-people and business, SoCheers, agreed that viewers often discover a product on one screen and complete the purchase on another, making attribution more complex and increasing the focus on conversion rates rather than impressions alone.
For creators, however, the value proposition is already clearer.
According to YouTube, creators help guide viewers through the complex process of narrowing down choices. Some 88% of shoppers in India say YouTube is important for both product research and decision-making, while 85% of surveyed viewers in India say they trust the product opinions of YouTube creators.
Who owns checkout?
The amount creators earn varies significantly because there is no standard revenue share across platforms, said Jag Chima, co-founder at IPLIX Media.
Affiliate commissions are set by brands or retailers, while branded campaigns are negotiated individually. Some creators earn commission on sales, others charge fixed campaign fees, and increasingly, creators are launching their own products, giving them greater ownership of both revenue and the customer relationship.
“For creators, commerce has quietly become the third pillar next to ad revenue and brand deals. Beauty category has been at the forefront in this. The next fight is over who owns the checkout, and creators who own their own storefront will out-earn creators who only rent reach,” said Saurabh Sankpal, an independent creative and strategic consultant.