Charu Malhotra, Co-founder & Managing Director of Primus Partners, highlights how AI-powered aggregation platforms enhance user engagement, especially in smaller cities, by personalizing niche content and adapting to user behavior. She emphasizes that these platforms serve not only as content distributors but also as strategic tools for market entry and brand building. As niche apps gain visibility through aggregators, they benefit from increased direct downloads, greater social media traction, and the development of dual revenue streams via aggregator licensing and direct subscriptions.