By Gary Mittman, Co-Founder & CEO, KERV.ai

Let’s be real, TV has always been trying to sell us something. From the days of black-and-white soap operas (sponsored by actual soap) to late-night infomercials selling miracle knives that could cut through shoes, television has been laying the groundwork for transactional entertainment for decades.

But now? Now it’s not selling, it’s seamlessly converting.

Welcome to the age of shoppable streaming, where your screen is no longer just a window into stories; it’s the storefront. And unlike those old-school “call now!” ads, today’s tech doesn’t interrupt the viewing experience; it enhances it. One tap. One scan. One perfectly timed jacket purchase from that show you’re binge ing at 2 a.m.

But let’s rewind for a sec.

We started with product plugs on sponsored programming. Then came the direct-response boom in the ‘80s (shoutout to the Ginsu and the Pocket Fisherman), which trained us to act while watching. By the time QVC and HSN rolled in, TV was the home of the original influencers, complete with full-blown salesmanship, charisma, urgency, and a toll-free number. They turned “shop from your couch” into a cultural event—and a multi-billion-dollar business model.

Now fast forward.

With social media laying a new foundation, streaming has broken the model wide open for TV. AI-powered object recognition, real-time metadata, clickable overlays, QR codes, and mobile syncing have transformed passive viewing into frictionless commerce. Watching “Below Deck”? Buy the swimsuit, the wine glass, and the yacht décor without leaving your blanket burrito.

And this isn’t experimental anymore, it’s expected.

TikTok is selling live. Netflix is dropping merch. Amazon’s turning its shows into storefronts. HBO Max has a shop. Even “Good Morning America” is in the shoppable mix. And consumers?

They’re not surprised; they’ve been trained for this. They don’t want to search. They want to tap what they see.

The line between content and commerce? Gone.

Today’s viewers expect their screens to be smart, shoppable, and seamless. If your content isn’t commerce-enabled, you’re not just missing revenue—you’re missing relevance.

So what’s next?

● Predictive commerce: products surfaced before you even crave them.

● Unified ecosystems: linear, streaming, and live shopping all working together.

● Brand-content fusion: where the story is the sale.

Bottom line:

TV has always sold stuff. The difference now? It does so instantly, intelligently, and invisibly. Shoppable TV isn’t a trend. It’s now the default setting.

The only thing left to ask is, are you streaming the future or buffering in the past?

For more insights on Shoppable, register for Cynopsis ScreenShift, taking place October 14 in NYC.