Watching shows and live matches on OTT platforms may soon become more frustrating for users as streaming apps are increasingly turning into shopping spaces.
JioHotstar has introduced a new advertising feature that targets viewers based on their shopping behaviour and purchase intent. This means users may start seeing ads designed to push them toward buying products while they are watching content. The feature connects streaming with shopping by adding call-to-action formats that can take viewers directly to product pages within the same platform.
The company says the feature will help brands reach audiences at the right time, especially during major events like the Indian Premier League. Instamart is the first brand to partner with JioHotstar for this service.
While companies call it a better and more “relevant” shopping experience, many viewers may see it differently. OTT platforms were once seen as a break from traditional TV ads. But now, users are facing more interruptions, more targeted promotions, and more pressure to buy products while simply trying to enjoy a movie or match.
This trend could soon spread across the industry. As platforms focus more on “outcome-driven” advertising, other streaming services may also start adding shopping-focused ads and interactive promotions.
For viewers, this could mean the smooth, uninterrupted entertainment experience that made OTT platforms popular may slowly disappear. Streaming apps are no longer just about content. They are increasingly becoming marketplaces.
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