New Delhi: JioHotstar, in partnership with Swiggy, has introduced a first-of-its-kind in-app food ordering experience natively integrated within its streaming platform. With over 37 million users already experiencing the feature during the ongoing cricket season, the integration combines live sports, contextual triggers, and seamless in-app checkout — moving beyond discovery to enable real-time transactions within the streaming environment itself.
Available across 690+ cities and built exclusively for mobile, the experience allows viewers to browse restaurants, unlock exclusive match-triggered offers, place orders, and track deliveries — all without leaving the live stream. The fully native journey from discovery to checkout creates a more immersive, rewarding, and transaction-led match-time experience for fans through contextual engagement and exclusive moments designed specifically for live consumption.
As the experience has scaled, early data is revealing striking match-time ordering trends. Burgers have overtaken biryani as the most popular dish during live matches, signalling a notable shift in fan preferences. Impulse ordering continues to surge, with one user placing as many as 34 orders over the season, and a single user ordering over 100 burgers in one transaction — reflecting the scale of group consumption during key match moments.
Engagement remains high across the board, with repeat visits to the in-app ordering section and high-value transactions — including a single order worth ₹6,801 and savings of up to ₹12,947 unlocked by one user through match-time offers. Deliveries have been completed in as little as 10 minutes and 42 seconds. The highest overall ordering volumes were observed during Mumbai Indians matches, while the RCB vs Rajasthan Royals game recorded the highest single-match ordering peak. Cities including Hyderabad, Bengaluru, and Delhi lead overall trends, alongside strong participation from emerging markets like 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, 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.”
The integration is amplified through a high-energy ‘Match On, Munch On’ campaign built around match-time spontaneity and fan behaviour, with the call to action: “Iss cricket season… JioHotstar pe ‘Swiggy’ karo. Tap. Order. Eat. Repeat. Match On. Munch On.” Rolling out across digital, social, and the extensive JioStar television network, the campaign seamlessly integrates on-air moments with in-app actions — showcasing how the platform is hyper-serving sports fans through contextual, real-time experiences.
The integration reflects JioHotstar’s broader focus on building a more immersive and intuitive viewing ecosystem — from innovations such as Shop The Look and Conversational Voice Discovery to interactive viewing formats and personalised engagement journeys — continuing to evolve around how audiences discover, consume, and participate in entertainment today.
