JioHotstar has partnered with Swiggy to introduce an integrated food ordering experience during live cricket matches, bringing commerce directly into streaming.
The new feature allows viewers to browse nearby restaurants, unlock match-related offers, place food orders, and track deliveries – all without leaving the live stream. Currently available across more than 690 cities, the integration is designed primarily for mobile users looking for a seamless second-screen experience.
According to the companies, the feature has already seen strong traction during the ongoing cricket season, with over 37 million users interacting with it so far. The initiative reflects the growing trend of combining entertainment with real-time commerce, especially around high-engagement live sports events.
Interesting user trends have also emerged through the campaign. Burgers reportedly overtook biryani as the most-ordered match-time snack, while one customer placed 34 separate orders during the season. Another user ordered more than 100 burgers in a single transaction.
Among all fixtures, Mumbai Indians matches generated the highest food ordering activity, while the clash between Royal Challengers Bengaluru and Rajasthan Royals recorded the biggest single-match spike.
The partnership is being amplified through the ‘Match On, Munch On’ campaign across digital platforms and television.
With this move, JioHotstar and Swiggy are pushing live sports beyond passive viewing – transforming streaming into a more interactive and commerce-led entertainment experience.
