MAM
JioHotstar, Swiggy turn live cricket into an in-app food court
Some fans celebrate sixes with cheers. Others apparently celebrate them with 100 burgers in a single order.
MUMBAI: JioHotstar has teamed up with Swiggy to launch an in-app food ordering experience directly inside its streaming platform, blurring the lines between live sports, commerce and second-screen behaviour in one giant cricket-fuelled consumption loop. The feature, already used by more than 37 million users during the ongoing cricket season, allows viewers to browse restaurants, unlock live match-triggered offers, place food orders and track deliveries, all without leaving the live stream.
Available exclusively on mobile across more than 690 cities, the integration transforms match-time snacking from a side activity into part of the viewing experience itself. Instead of pausing the game to order food, fans can now tap, transact and return to the action without ever exiting the app.
And if the early numbers are any indication, India’s cricket appetite appears just as competitive as its fandom.
According to the companies, burgers have overtaken biryani as the most-ordered dish during live matches, signalling a shift in what fans crave while glued to the screen. One particularly enthusiastic viewer reportedly placed 34 separate orders during the season, while another ordered more than 100 burgers in a single transaction turning snack breaks into stadium-scale catering exercises.
The data also revealed a single order worth ₹6,801, while one user unlocked savings of up to ₹12,947 through match-linked offers. Fast deliveries remained central to the pitch too, with one order arriving in just 10 minutes and 42 seconds.
Mumbai Indians matches drove the highest overall ordering volumes, while the RCB versus Rajasthan Royals clash recorded the biggest single-match ordering spike. Hyderabad, Bengaluru and Delhi emerged as the busiest food-ordering markets, alongside growing traction from cities such as Patna and Pune.
JioStar CEO for sports Ishan Chatterjee said streaming platforms are steadily evolving into integrated ecosystems where content and commerce increasingly intersect in real time. According to him, live sports and commerce integration represents an early glimpse into a future where viewers are expected not just to watch but also act instantly within the same digital environment.
Rohit Kapoor, CEO of Swiggy Food Marketplace, noted that ordering food while watching live sport has already become second nature for many viewers, making the integration a natural extension of existing fan behaviour.
The rollout is backed by a “Match On, Munch On” campaign spanning digital, social and the wider JioStar television network, pushing the idea that live cricket is no longer simply a viewing experience, it is a fully interactive consumption ecosystem.
Beyond food, the move also reflects JioHotstar’s wider ambition to turn streaming into a multi-layered engagement platform through features such as Shop The Look, conversational voice discovery and interactive viewing journeys.
The bigger story, though, may be this: India’s streaming wars are no longer only about what audiences watch. Increasingly, they are about what audiences do while watching and who gets to own that moment.
