Charu Malhotra, Co-founder & Managing Director, Primus Partners, shared that the entertainment industry is moving away from one-time consumption towards building “IP as an ecosystem.” She noted that while newer monetisation formats such as audio spin-offs, in-app experiences, and fan-centric offerings may generate smaller revenues per stream, they enable continuous engagement, extend the earning cycle, and give producers greater control over how their intellectual property is used and how audiences engage with it over time.