JioHotstar, in partnership with Swiggy, has launched an integrated in-app food ordering experience during the ongoing cricket season, combining live sports streaming with real-time commerce capabilities. The mobile-first feature allows viewers to browse restaurants, place food orders and track deliveries directly within the JioHotstar platform without leaving the live stream.
The integration is available across more than 690 cities and has already been experienced by over 37 million users since launch. Designed around the behaviour of ‘order while you watch’, the initiative brings together contextual match triggers, exclusive offers and native checkout functionality to create a transaction-led streaming environment.
The experience enables users to unlock match-linked promotions and food offers while consuming live sports content. Viewers can access restaurant listings, complete transactions and monitor delivery updates without interrupting the match-viewing experience. JioHotstar said the integration has been developed specifically for mobile users, aligning with the growing consumption of live sports on handheld devices.
The initiative forms part of JioHotstar’s broader strategy around interactive streaming, AI-led discovery and commerce-enabled entertainment experiences. The platform is increasingly incorporating engagement formats designed to move audiences beyond passive viewing into more contextual and participatory digital environments.
Early user trends emerging from the feature indicate high levels of engagement during live matches. According to the companies, burgers have overtaken biryani as the most ordered dish during matches, reflecting changing consumption behaviour among viewers. The companies also reported strong repeat ordering patterns, including one user placing 34 separate orders during the season and another ordering more than 100 burgers in a single transaction.
Additional platform data highlighted high-value transactions and increased engagement with match-time offers. One order reportedly reached a value of INR 6,801, while another user unlocked savings of up to INR 12,947 through integrated offers. Delivery turnaround times have also become part of the campaign narrative, with some deliveries completed in as little as 10 minutes and 42 seconds.
The collaboration has also generated city and match-specific engagement patterns. Mumbai Indians matches recorded the highest overall ordering volumes, while the Royal Challengers Bengaluru versus Rajasthan Royals fixture generated the highest single-match order spike. Hyderabad, Bengaluru and Delhi emerged as leading markets for match-time food ordering, with participation also rising in cities such as Patna and Pune.
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."
Rohit Kapoor, CEO, Swiggy Food Marketplace, added, "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."
The launch is supported by the ‘Match On, Munch On’ campaign, which extends across digital platforms, social media and the JioStar television network. The campaign uses the line, “Iss cricket season… JioHotstar pe ‘Swiggy’ karo. Tap. Order. Eat. Repeat. Match On. Munch On.” The communication strategy integrates on-air prompts with in-app actions to encourage users to order food while streaming live matches.
The integration reflects the growing convergence between entertainment, commerce and interactive digital experiences. Through this collaboration, JioHotstar and Swiggy are positioning live sports streaming as a platform for contextual engagement and real-time consumer action during high-attention cultural moments.