Be better than your competitors at helping advertisers reach their goals. Offering advertisers the ability to create direct response videos or turn their videos into shops will differentiate your products from both national and global competitors for those limited advertising budgets.
And why stop there? Upgrade and empower your own offering by upgrading customers to paid services exactly when your programming has created the desire you can capitalise on. Or maybe use your own content offering to cross promote the other good shows you have on offer.