JioHotstar, in partnership with Swiggy, has introduced a first-of-its-kind in-app food ordering experience integrated directly within its streaming platform, enabling users to order food seamlessly while watching live sports.
Available across more than 690 cities, the feature allows viewers to browse restaurants, unlock exclusive match-time offers, place orders, and track deliveries without leaving the live stream. Built exclusively for mobile users, the integration combines live sports, contextual engagement, and seamless transactions to create a more immersive viewing experience.
Since its launch during the ongoing cricket season, more than 37 million users have interacted with the in-stream ordering experience. Early user trends reveal growing demand for match-time food delivery, with burgers overtaking biryani as the most ordered dish during live games. One user reportedly placed 34 separate orders during the season, while another ordered over 100 burgers in a single transaction.
The highest ordering activity was recorded during Mumbai Indians matches, while the RCB versus Rajasthan Royals game saw the highest single-match ordering peak. Cities including Hyderabad, Bengaluru, and Delhi led overall order volumes, alongside strong participation from emerging markets such as Patna and Pune.
“We are moving towards a future where content and commerce are becoming deeply interconnected,” said Ishan Chatterjee. “Streaming platforms will increasingly evolve into environments that anticipate and enable user actions in real time.”
Rohit Kapoor added that ordering food while watching live sports has become a natural consumer behaviour, and the partnership aims to make the experience more seamless and engaging for fans.
