JioHotstar Launches ‘Shop the Look’ | Watch & Buy Instantly on OTT | MTV Splitsvilla to Shopping App

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JioHotstar has launched a brand-new feature called “Shop the Look”, introducing real-time in-app commerce on OTT platforms in India.

With this feature, users can buy clothes and products shown in TV shows instantly while watching, without exiting the video or app. The launch begins with MTV Splitsvilla Season 16, partnered with fashion brand NEWME, targeting Gen-Z and youth audiences.

🔍 How JioHotstar Shop the Look Works:

Products worn by contestants appear as clickable shopping options

View product details, sizes, and prices in real time

Complete checkout inside the JioHotstar app

No need to pause the video or switch apps

🚀 Why This Feature Is Important:

Creates a new revenue model for OTT platforms

Turns entertainment into instant shopping experience

Helps brands directly sell through content

Boosts user engagement and watch time

📱 Availability:

Currently available only on the JioHotstar mobile app

Fashion category at launch (more categories expected soon)

📊 Impact on Indian OTT Market:

This move places JioHotstar at the forefront of shoppable video and content-to-commerce in India, competing with global trends in interactive streaming and social commerce.

👉 Watch this video till the end to understand:

How Shop the Look works

Business impact on OTT platforms

Future of in-app shopping in India

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