JioHotstar, in partnership with Swiggy, has rolled out a first-of-its-kind in-stream food ordering feature that allows viewers to order meals directly while watching live cricket matches, marking a major step in the convergence of streaming and commerce.
The integrated experience, currently available across more than 690 cities, has already been used by over 37 million viewers during the ongoing cricket season, according to the companies.
Built exclusively for mobile users, the feature enables fans to browse restaurants, unlock match-triggered offers, place food orders and track deliveries without leaving the live stream. The companies said the initiative is designed to create a seamless and immersive match-viewing experience by combining live sports engagement with real-time transactions.
Early user trends emerging from the platform indicate changing food preferences during live matches. Burgers have overtaken biryani as the most ordered food item during cricket streaming sessions, signalling a shift in match-time snacking habits among viewers.
The companies also revealed strong impulse-ordering behaviour on the platform. One user reportedly placed 34 separate food orders during the season, while another ordered more than 100 burgers in a single transaction, highlighting the scale of group ordering during major match moments.
Ishan Chatterjee, CEO – Sports at JioHotstar, said streaming platforms are evolving into interactive ecosystems where content and commerce increasingly overlap.
“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,” he said.
Rohit Kapoor, CEO of Swiggy Food Marketplace, said ordering food during live sports has already become a natural consumer behaviour, and the partnership aims to make the process more frictionless for viewers.
The collaboration reflects a growing trend among digital platforms to integrate commerce directly into entertainment ecosystems, particularly during high-engagement events such as live sports tournaments.