OTT turns viewers into shoppers: Buy the outfit your favourite actor is wearing in real time

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OTT turns viewers into shoppers: Buy the outfit your favourite actor is wearing in real time

Publish Date

18th February 2026

Area of Interest

Academic, Education, Others

Type

Online

Source

Mint

Institution(s)

K J Somaiya Institute of Management

K J Somaiya Institute of Management is pleased to share its coverage in Mint based on insights contributed by Rashmi Jain PhD, Associate Professor, Marketing & International Business in the article “JioHotstar social commerce Instagram YouTube In-stream shopping reshapes OTT.”

The article explores developments across Instagram, YouTube and OTT reflecting the growing significance of in-stream shopping and content-led commerce. It brings together perspectives on how these shifts are shaping business models and consumer behaviour.

This coverage underscores the Institute’s continued contribution to industry-relevant conversations and thought leadership in the digital economy and media landscape.