New Delhi, Feb. 18 -- Ever wanted to buy an outfit or accessory the minute you saw it on a streaming show? Such impulse purchases are now possible thanks to Shop the Look, an interactive e-commerce feature that lets you buy those items directly while watching a show.

JioHotstar has launched an in-stream feature that allows viewers to explore and purchase what's called on-screen looks in real time without interrupting playback or leaving the app. Effectively, those shoppable Reels and product tags on Instagram and YouTube are now making their way to long-form OTT.

This may become a new revenue stream that goes beyond traditional advertising, subscriptions and brand integration for OTT platforms, enabling better average revenue per user (...