From watching to buying: how content commerce is reshaping India’s streaming economy

“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.