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Streaming services really want you to buy stuff while you watch TV

You’re about to see a lot more “BUY NOW” ads.

So far, the custom online shop includes women’s fashion, home decor, and a section called “Western Gothic Country,” sponsored by Walmart. The CMT Music Awards are just the beginning — soon, CBS audiences watching sports and daytime talk shows will also likely start to see ads for similar online storefronts. Social media platforms like TikTok and Pinterest have added more and more e-commerce features in recent years for the same reason: they want to keep you in the walled garden, from discovering a product to hitting the “order” button.

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