JioHotstar has partnered with Swiggy to introduce an in-app food ordering feature integrated directly within the streaming platform during live sports broadcasts. The feature allows users to order food without leaving the live stream, reflecting the growing overlap between entertainment, commerce and real time consumer engagement.
The integration is currently available across more than 690 cities and has already been used by over 37 million users during the ongoing cricket season, according to the companies. Built for mobile users, the feature enables viewers to browse restaurants, access match linked offers, place food orders and track deliveries while continuing to watch live matches.
The rollout highlights how streaming platforms are increasingly experimenting with transaction led features and commerce integrations to increase engagement and monetisation opportunities during live events. The feature is designed around match time consumption behaviour, where users frequently order food while watching sports broadcasts.
According to the companies, user activity during the cricket season has shown high engagement with the in stream ordering experience. Burgers emerged as the most ordered food category during live matches, surpassing biryani, while one user reportedly placed 34 separate orders during the season. The companies also reported a single transaction involving more than 100 burgers, reflecting group ordering behaviour during major matches.
The highest ordering activity was recorded during Mumbai Indians matches, while the Royal Challengers Bengaluru versus Rajasthan Royals fixture generated the highest single match ordering peak. Cities including Hyderabad, Bengaluru and Delhi recorded strong order volumes, alongside rising participation from emerging markets such as Patna and Pune.
The companies said the feature combines contextual match based offers, live engagement and integrated checkout systems within the streaming interface. The launch also reflects a wider trend of streaming platforms integrating shopping, commerce and interactive features into content consumption experiences.
Speaking about the initiative, Ishan Chatterjee, CEO – Sports, Jiostar said, “We are moving towards a world where the boundaries between content and commerce are becoming increasingly fluid. Streaming platforms will no longer operate in isolation, but as integrated environments that anticipate and enable what users want to do in the moment. Bringing together live sports and real-time commerce is an early expression of that future, one where engagement is not just about watching, but about acting in the moment.”
Speaking about the partnership, Rohit Kapoor, CEO, Swiggy Food Marketplace, said “Live sports viewing has evolved into a highly interactive experience, where fans often multitask while staying deeply engaged with the action. Ordering food during a match is already second nature for many viewers, and our partnership with JioHotstar allows fans to enjoy their favourite food and the match at the same time, without missing out on either.”
