HT Media adds a new revenue leg with affiliate-led shoppable content play

HT Media has added a fresh revenue leg with a scaled content-to-commerce play across HT Digital Streams, positioning the group to monetise intent traffic while diversifying beyond traditional display. 

The initiative, built around affiliate partnerships, shoppable content and creator-led recommendations, comes as global and Indian publishers increasingly lean on commerce, coupons, and reviews to offset a softer, more volatile ad market and third-party data headwinds.

For HT, the move deepens monetisation of its large logged-in and returning audiences across HT Tech, HT Auto, HealthShots and the newly launched HT Shop Now, and creates a performance layer that can withstand seasonal advertising swings.

“At HT Media, we have been steadily building our content-to-commerce ecosystem, a step ahead in affiliate marketing, and continue to make significant investments across content, technology, and strategic partnerships. With a dedicated unit bringing together business, product, and content teams, we are leveraging the strength of our 250+ million monthly users on HT Digital Streams, while also developing focused platforms such as HT Shop Now, HT Tech, HT Auto, and HealthShots to deepen user engagement and drive commerce-led value,” said Puneet Jain, Chief Executive Officer, HT Digital Streams.

Collaborations with leading e-commerce players including Amazon, Flipkart and Myntra and others along with a growing network of D2C brands and OEMs, are enabling the offering of credible, research-driven product recommendations through which users are helped to make informed purchase decisions. Parallely, creators’ participation in the social-commerce wave is being facilitated via affiliate-led monetization on the influencer platform Affluencr.

“This initiative positions HT Media as a trusted bridge between consumers and brands offering full-funnel solutions that integrate content, credibility, and commerce,” Jain said.

“We’re excited about the strong traction we’re seeing and remain confident of scaling this business within the next two years. Our goal is to become India’s most trusted destination for consumers seeking guidance before making buying decisions, online or offline,” he added. 

Affiliate and commerce revenues offer higher intent capture and clearer attribution than run-of-network display, useful in a year where brand budgets have been uneven and performance marketers demand measurable outcomes.

By tying editorial authority to curated buying journeys and creator-amplified picks, publishers convert consideration into trackable revenue, while partners gain category-specific reach without building content pipes from scratch.

The pivot lands alongside a sharp improvement in the group’s FY25 performance. HT Media swung to a net profit of Rs 14 crore (vs Rs 92 crore loss in FY24), with total income up 7.3% to Rs 2,025 crore (from Rs 1,886 crore). Operating revenue rose 6.5% to Rs 1,806 crore. While advertising revenue was broadly flat at Rs 1,070.7 crore (Rs 1,070.04 crore in FY24), non-core income ticked up (scrap/waste/old publications at Rs 19.13 crore vs Rs 17.36 crore).

Segment-wise, Print remained the anchor at Rs 1,393 crore (Rs 1,386 crore), Radio climbed to Rs 204 crore (Rs 157 crore), and Digital led growth, surging 37% to Rs 212 crore (Rs 154 crore). Operating leverage improved: EBITDA jumped 58% to Rs 187 crore (Rs 118 crore), D&A fell 17% to Rs 98 crore, and total expenses rose modestly to Rs 2,003 crore (Rs 1,964 crore) even as advertising & sales spend more than doubled to Rs 233 crore (Rs 124.5 crore).

Globally, this has proven to be a successful, repeatable model for news publishers. The New York Times’ Wirecutter turns product testing and buying guides into steady affiliate revenue, The Wall Street Journal’s Buy Side applies service-journalism rigour to recommendations that convert across finance, tech, and home, The Telegraph’s Recommended desk packages lab-tested reviews and seasonal gift hubs for high-intent readers and The Independent’s IndyBest has become a UK staple for ‘best to buy’ lists that consistently rank and drive commerce each blending editorial trust with shoppable journeys to create a durable, diversified income stream.