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OTT firms look beyond ads, subscription for revenue ZEE5 and ALTBalaji have collaborated with e-retailers to launch merchandise for shows such as Rangbaaz.Premium 3 min read Share Via Read Full Story Video streaming services are increasingly going beyond advertising and subscription to look at ancillary streams of revenue such as merchandise, music and brand integrations to monetise their content. Such strategies not only build appeal among audiences and widen mediums of reach but also help create enduring intellectual properties that will ultimately result in larger fan bases, according to media experts. These could possibly account for up to 25% of the total revenue of streaming services in the coming years, they said.

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