JioHotstar has launched StreamToCart Ads, a shoppable advertising format powered by Instamart. It lets viewers browse products and add them to their cart through a native on-screen overlay during video breaks, without pausing playback or leaving the streaming player.
The format links video advertising with commerce by bringing product discovery and purchase into the same viewing experience. Brands can track actions such as add-to-cart events alongside regular advertising metrics, following the journey from an impression to a real-time add-to-cart. It can be used across categories including FMCG, packaged foods, beauty and consumer electronics.
Bhaskar Ramesh, Head of Entertainment Sales, Digital at JioStar, said the platform is innovating at the intersection of content, technology and commerce. He noted that the ad break becomes a chance for viewers to discover and buy products seamlessly, bringing brand storytelling and measurable business outcomes closer together on a single screen.
The launch builds on the rising use of quick commerce in India. A Datum Intelligence study cited by JioHotstar found that half of online shoppers order at least five times a month through such platforms. The company’s internal data shows 83% of its viewers identify as active shopping enthusiasts, while 60% of platform-driven conversions come from new and dormant shoppers. Instamart’s commerce infrastructure connects these viewers with products during streaming.
