JioHotstar and Swiggy Launch Native Food Ordering During Live Cricket Matches

Bangalore — Streaming platform JioHotstar has rolled out a direct food ordering integration with delivery partner Swiggy, marking a significant expansion of in-stream commerce capabilities during live sports broadcasts.

The feature, now active across more than 690 cities, has already reached 37 million users during the current cricket season. Viewers can browse restaurant menus, access match-specific promotional offers, complete purchases, and monitor delivery status without pausing their stream or leaving the platform.

The offering is optimized exclusively for mobile devices and provides a fully integrated experience from menu browsing through final checkout, designed to enhance viewer engagement during live match events.

Early usage data reveals distinct patterns in consumption behaviour. Burgers have emerged as the most-ordered item during matches, surpassing biryani and indicating a shift in viewer food preferences. The platform has documented significant impulse purchasing, with one user placing 34 orders across the season and another ordering over 100 burgers in a single transaction.

Transaction values demonstrate strong commercial traction. One order reached ₹6,801, while another user accumulated savings exceeding ₹12,947 through match-triggered discounts. Delivery times have been exceptionally quick, with some orders completed in under 11 minutes.

Mumbai Indians matches generated the highest overall order volumes, while the RCB versus Rajasthan Royals fixture recorded the peak ordering surge in a single match. Cities including Hyderabad, Bengaluru, and Delhi lead in order volumes, with emerging markets such as Patna and Pune showing strong participation. High-intensity match moments correlate with increased ordering activity.

Ishan Chatterjee, CEO of Sports at Jiostar, characterized the partnership as emblematic of evolving digital experiences. "The boundaries between content and commerce are dissolving," he said. "Streaming platforms will function as integrated ecosystems that respond to user needs in real time. Combining live sports with instantaneous commerce represents an early vision of that future, where engagement means not just observing but acting immediately."

Rohit Kapoor, CEO of Swiggy Food Marketplace, noted that viewers frequently manage multiple activities while watching matches. "Food ordering has become routine during cricket broadcasts," Kapoor stated. "Our collaboration with JioHotstar enables fans to enjoy meals alongside the match without losing focus on either."

The partnership features a promotional campaign titled "Match On, Munch On," emphasizing the spontaneity of match-time ordering. The tagline—"Iss cricket season… JioHotstar pe 'Swiggy' karo. Tap. Order. Eat. Repeat. Match On. Munch On."—appears across digital channels, social media, and the JioStar television network, connecting broadcast moments with in-app purchasing opportunities.

The initiative reflects JioHotstar's broader strategy of transforming passive viewing into interactive participation. Previous platform innovations include Shop The Look, voice-activated content discovery, interactive viewing formats, and personalized engagement pathways designed to align entertainment delivery with contemporary audience behaviour.